Fairy and Make A Wish - Be A Fairy Godmother

Dishwashing liquid brand, Fairy, wanted to increase its UK sales during the competitive Christmas season, build an emotional bond with consumers, deepen its partnership with the Make-A-Wish foundation charity which provided services to sick children, and increase its visibility.

Fairy and Make A Wish – Be A Fairy Godmother

Client Company Name: Procter & GambleBrand Name: FairyAgency: DialogueCategory: Brand-buildingTotal Commercial Communications Expenditure: €50,000 to €100,000Country: UK

Background

In the UK, despite being market leader in Hand dishwashing and the challenger brand in Auto dishwashing, Fairy (and other premium branded products) face increasing competition from private labels. However, no other dish product enjoys the same level of emotional engagement with its consumers. Make a Wish grants wishes to seriously ill children. The charity's focus on children and their families...

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