Procter & Gamble: No Fairy Tale
Campaign details
Client: Procter & GambleBrand: Fairy LiquidAgency: Grey LondonCategory: FMCG Country: United Kingdom
Back in 2008, Fairy dishwashing liquid commanded impressive leadership of the hand dish-washing markets in the UK and Spain. With a revenue share of 44% in Spain and 50% in the UK it was comfortably ahead of its nearest competitor. Nevertheless, by the end of the year there were worrying signs that Fairy Liquid was vulnerable. Value share had been flat in the UK for several years and any growth in...