Fairy Liquid: The longer lasting brand legend

This case study demonstrates how Fairy washing-up liquid reconnected people in Spain and the UK emotionally with the brand as well as reassured them that Fairy was worth paying more for.

Fairy Liquid: The longer lasting brand legend

Campaign details

Brand: Fairy liquidAgency: Grey LondonClient: Procter & GambleCountry: United Kingdom

Campaign Background & Summary

Fairy washing-up liquid had decades of success on a premium-priced1, high-quality product, promising to last longer and wash more dishes than cheaper rivals.

In 2008 Fairy was brand leader, with phenomenal share in Spain (45% value share) and the UK (50% value share) – and no significant branded competition2.

However, in 2008 the world economy plummeted and Fairy's market dominance started to look less than secure....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands