The new product, Ariel Excel Gel, builds on Ariel's Cool Clean campaign, which claims that consumers can save up to 40% of energy by washing at 30 degrees.
Speaking at Marketing's Brands Assembly today at the Hurlingham Club, P&G corporate marketing director UK & Ireland, Roisin Donnelly said: 'We're going even colder, cold is the new hot'.
According to P&G, Ariel's Cool Clean campaign encouraged more than five times as many customers than normal to switch to low-energy washing programmes, with Ariel customers twice as likely as the average consumer to wash at a lower 30 degrees temperature (28% of Ariel customers in 2007 versus 13% of those using other brands).
P&G has a partnership with the Energy Saving Trust, which encourages people to use energy efficiently and reduce their carbon footprints.
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