Out-of-court talks to resolve Ariel ad row

Monday, November 11, 2013 — updated on December 15, 2020 - 2 min read

Omo and Ariel brands. Unilever, which manufactures the Omo washing powder, is aggrieved at P&G’s prime-time television advertisement that promotes Ariel as the best stain removal detergent in one wash and superior to its flagship washing detergent. Photo/FILE

The global executives of Unilever and Procter & Gamble have stepped into the row pitting the two multinationals in Kenya over the controversial Ariel detergent advertisement.

The consumer giants on Monday told the courts that marketing executives of the two firms will start talks over the dispute with a view of resolving it outside the courts.

Unilever, which manufactures the Omo washing powder, is aggrieved at P&G’s prime-time television advertisement that promotes Ariel as the best stain removal detergent in one wash and superior to its flagship washing detergent.

“The top executives will meet outside the country to solve the dispute out of court. We require more time to allow discussion to take place,” said John Ohaga, managing partner of Triple O Advocates, which is representing P&G. He asked the court to postpone until November 27 to allow for out-of-court negotiations.

But Kamau Karori, a partner at Iseme Kamua and Maema Advocates and Unilever’s lawyer said that the dispute must be heard in full in the event that the executives fail to reach a deal.

The High Court in September suspended the broadcasting and publication of the Ariel advertisement, which was also placed on billboards.

P&G has been keen on resolving the dispute outside the courts on the strength that the court battle may hurt both brands.

Ariel has been locked in a fierce competition with Omo for a share of Kenya’s laundry market. Research puts Ariel’s market share at 24.4 per cent and that of Omo at 28.2 per cent.