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P&G Fairy

Fairy cleans up

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.

Brand GuardianshipBrand IdentityBrand StrategyPackaging

The insight

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.

The idea

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.

The impact

30%
share of the ADW market
+5.7%
overall increase in value sales
+4.2%
improvement in the price mix
No. 1
brand in the UK for dishwashing (overall)

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Get in touch

Give us a call, drop us an email or just pop by one of our studios.

Leeds

105 Water Lane,
Leeds,
LS11 5WD

+44 (0)113 318 4500 [email protected]

London

27 Gee Street
London,
EC1V 3RD

+44 (0)20 7637 0884 [email protected]

New York

531 West 25th Street
3E, New York,
NY 10001

+1 (646) 2530520 [email protected]om

Melbourne

78 Docker Street
Richmond,
VIC 3121

+61 (0)3 9207 8100 [email protected]

Singapore

759A North Bridge Rd
Singapore,
198727

+65 6298 1858 [email protected]
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