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...