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The campaign showed Ariel demonstrating the effectiveness of its product in a scientific, side-by-side comparison of its brand and a 'leading competitor'.

The most famous ad of this era was the 'Billingsgate fish market' creative, which showed how Ariel was able to eradicate stains acquired in a very dirty and smelly environment, whereas the competitor was unable to clean the fishmonger's white uniform completely.

Throughout the 70s and 80s, Ariel's advertising focused on the main user of its product - women doing laundry. Its ads highlighted the functional benefits of the brand and continued the comparative approach that had been so successful.

Ariel's advertising has evolved from this product-benefits strategy to a more emotional approach. Recent ads, such as the 'Ice fishing' creative in 2004 omit words until the final frames. The ad focuses on the harsh Arctic conditions, then tugs viewers' heartstrings as a babygrow is removed from a hole in the ice and the woman doing her washing turns to reveal a child in a papoose on her back.

Ariel has also used celebrities to endorse its brand. Clean-cut tennis player Tim Henman was signed in 2002 and has appeared in a number of 'championship white' ads. His image complements Ariel's branding philosophy.

Despite changes in advertising style, Ariel has become a well-known brand by creating awareness through its TV advertising. ITV has been a key part of its station mix for all new marketing initiatives, helping to build brand awareness.

And that awareness means significant sales. According to Mintel, estimated Ariel sales in 2004 were £178m out of a total UK detergent market estimated at almost £2bn.

Although TV advertising has ensured that rival brands such as Fairy, Surf and Daz have not taken market share, it has not moved Ariel nearer to Persil. Ariel remains seven or eight percentage points behind the market leader, with market share of about 20% over the past decade.

'TV advertising has been a critical part of our marketing in the past 35 years. Without it, it is unlikely Ariel would be the household name that it is today,' says Ariel brand manager Claire Grover.