In the auto-dishwashing (ADW) world, Fairy was number two behind Finish. To grow its share of the market, Fairy needed to increase its standout on shelf amid a powerful sea of blue.
The dishwashing category is a low interest one meaning only 55% of consumers were aware of Fairy’s ADW products and those that were, struggled to differentiate between its good, better and best products. We needed to make the range meaningful and encourage consumers to trade up to the premium tier.
We built on the brand’s existing assets and its infamous ‘the power of a drop’ concept to create truly distinctive assets. We simplified pack navigation and used the Platinum variant to halo the range – justifying the higher price point and encouraging trade up.