Fairy and Make A Wish – Be A Fairy Godmother
Client Company Name: Procter & GambleBrand Name: FairyAgency: DialogueCategory: Brand-buildingTotal Commercial Communications Expenditure: €50,000 to €100,000Country: UK
Background
In the UK, despite being market leader in Hand dishwashing and the challenger brand in Auto dishwashing, Fairy (and other premium branded products) face increasing competition from private labels. However, no other dish product enjoys the same level of emotional engagement with its consumers. Make a Wish grants wishes to seriously ill children. The charity's focus on children and their families...