Fairy: How small things can make a big difference

This case study explains how dish care brand Fairy UK dramatically reduced production costs by implementing a more effective design of its Shelf Ready Packaging (SRP).

Fairy: How small things can make a big difference

Webb deVlam

Executive summary

This project focuses on the re-design of Shelf Ready Packaging for Fairy UK.

P&G wanted to grow the presence of Fairy in the increasingly dominant Discounter channel. Focused on highly efficient in-store operations, Discounters demand shelf ready packaging to provide ease of stacking and display in-store.

Typically, SRPs are highly optimised, technically engineered structures designed for the safe transportation of primary packs from manufacturing site, to retailer, to shelf. Once opened, SRP's are typically considered as recycled waste by the store owner - they are certainly not...

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