Agency: Leo Burnett Authors: Rebecca Barry, Mike Treharne and Gurdeep Puri

Fairy Non Bio – Focus for growth

Nothing changes your life like having a baby. Your home, your car, your holidays, your bank balance, they all change. Your life is completely different to the one you had before. And it's not just the big things, it's the little things too....the time you go to bed, the food in your fridge, actually being able to read a Sunday paper, and yes, you even change your brand of washing powder. Having a baby prompts more changes of brand choice than at any other time in your life.

In this paper we will demonstrate how we gained big by thinking small; how by focussing our targeting on new mums, at this poignant stage in their lives, Fairy has taken market leadership for the first time.