Fairy: Heritage

Branded - Other

K-Creation

EXECUTIVE SUMMARY

Recognizing that we need to bring emotion into the purchase to defend against retailer brands, we leveraged the Nostalgia inherent in the FAIRY brand – bringing back a limited edition version of the Iconic white bottle has touched the heart of the nation.

This initiative has elevated the FAIRY UK business to record share levels. It enabled:

  • Reaching record One-Dish (Hand Dish +Auto Dish) shares of 44.7% across March1.

  • Breaking the 70% share barrier on Hand Dish for the first time in Feb (70.4%) plus the second highest month on record in March at 66.7%.

  • In the 12 weeks to 16th May 2010, household penetration of FAIRY Original (all sizes) increased by 10 ppts from 13% of households (12 weeks to May 17th 2009) to 23% of Households2.