Fairy Liquid: No fairy story - taking a brand well past the magic 50% share point

This case study demonstrates how Fairy, the washing up liquid brand, built on its iconic status to increase its market share in the UK.

Fairy Liquid: No fairy story - taking a brand well past the magic 50% share point

Principal authors: Amelia Redding, Fiona Keyte, Matt Gladstone and Lucy Jameson, Grey LondonContributing authors: Benjamin Cawthray, Nielsen; Dominic Hughes, Kantar Worldpanel

Introduction

Defend or attack? This was the dilemma that Fairy faced in 2008.

It was a national favourite, with 50% value share, and a 66% price premium versus Own Label. However the economy was entering a recession, our share had been at a plateau for many years1, equity scores were weakening2, and the category had not...

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