The idea of Ariel 'Championship whites' was developed in 2002 and began life as a TV commercial supported by PR and an on-pack flash. It was successful enough to merit a more integrated follow-up in 2003 where the campaign saw Ariel achieve No.1 status over Persil for the first time in 10 years. In 2004, the campaign went on-pack with an offer of free tennis lessons. This promotion was supported on TV and in-store and also by a nationwide PR campaign in which Ariel searched for the tennis champions of the future. More than 100,000 children were encouraged to get involved in tennis. In 2005 the brand achieved No.1 status again and the 'Championship whites' initiative is now one of the most respected campaigns in Procter & Gamble's history