Fairy cleans up for P&G

P&G increased its sales and market share of Fairy, a laundry detergent, in the UK by redesigning its packaging to stand out against competitor brands.

Design consultancy: Elmwood Advertiser: Procter & Gamble

Executive Summary

P&G's overall business strategy was to streamline its portfolio of brands and focus on 10 key categories for growth - one of which was Dish, including both Hand Dish Washin

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