Fairy – Saving Tips

Fairy had enjoyed a dominant position in the Iberian market, but was finding itself increasingly under threat from cheaper alternatives, and particularly private label brands.

Fairy – Saving Tips

Client: Procter & GambleAgency: Grey MadridCampaign Name: Fairy – Saving TipsCategory: FMCG


How do you convince people that a brand that is three times more expensive than its rivals is better value? Fairy Concentrated Liquid was the first such product to be launched in Iberia and had a leading 40% value share position in the market. Yet, dominance was under threat from cheaper, dilute alternatives. While Fairy had shown worrisome business trends and losses in terms of household penetration (–2% from 2002 to 2004), private label...

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