Consumer products giant Procter & Gamble have marked the launch of their new Ariel detergent range in South Africa with a suitably laundry-themed world record attempt.
The event, which took place in Johannesburg earlier this month, saw a new record set for most people hand-washing clothes simultaneously (single location).
Under the GUINNESS WORLD RECORDS guidelines for the title, participants are required to continuously hand wash the selected items simultaneously for a minimum of five minutes, while the laundry has to have been worn or used prior to the attempt.
In order to make their way into washing history, the participants had to beat a benchmark of 496 people washing simultaneously, set in Mumbai, India, in 2011.
Following a final count, Guinness World Records adjudicator Kirsty Bennett confirmed amid huge cheers that a total of 1,009 participants had taken part in the Ariel attempt, beating the previous record by a sizeable margin.
The clothes used during the attempt were later donated to the Red Cross, one of Procter & Gamble's global humanitarian partners.
Speaking after the successful record bid, Khululiwe Mabaso, Communication Associate Director for Procter & Gamble SSA said, "To say it feels great would be an understatement. We are blown away by this achievement.
"I could not think of a better way to establish and launch a new brand to South African consumers in an adventurous way and for a great cause."