Fairy Liquid: The longer lasting brand legend
Campaign details
Brand: Fairy liquidAgency: Grey LondonClient: Procter & GambleCountry: United Kingdom
Campaign Background & Summary
Fairy washing-up liquid had decades of success on a premium-priced1, high-quality product, promising to last longer and wash more dishes than cheaper rivals.
In 2008 Fairy was brand leader, with phenomenal share in Spain (45% value share) and the UK (50% value share) – and no significant branded competition2.
However, in 2008 the world economy plummeted and Fairy's market dominance started to look less than secure....