It seemed like a good idea at the time.
Procter & Gamble had come up with a new, more concentrated formulation for its Ariel detergent that would give German hausfrauen more washes per box. So what could be more natural than to highlight that on the packaging? And to do it in a way that ties in with Germany’s most popular sport, soccer?
They apparently were unaware of what Consumerist.com calls “the finer details of neo-Nazi culture.” That unawareness caused a blitzkrieg of complaints on social media and made them scrap the packaging (along with the detergent it contained).
Before the new formula, a box of Ariel detergent was good for 83 loads of laundry. The new formulation added five more, for a total of 88.
“We wanted to advertise for 83 plus 5, that is five extra washes beyond the 83 usually in this package size,” a P&G spokeswoman told German news agency DPA. Read more →