Fairy: Heritage

Procter & Gamble wanted to bring back a limited edition white FAIRY Liquid bottle to mark FAIRY’s 50th birthday and leverage nostalgia to defend against retailer brands.

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...

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