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Ariel and Intertrade have one of the longest partnerships in the market dating back to 1990 when the brand was first launched. Intertrade has introduced Ariel brand to the market with, what was then a fresh new concept, roadshows in rural areas all over Egypt. Intertrade was conducting at least 400 roadshows/year for 16 successive years; paving the way for national popular programs “Kalam men Dahab” and “Gama3 we Eksab”. The roadshows’ main objectives were changing consumer behavior and gaining market share. To this day, Intertrade is still executing roadshows for Ariel.