Title | TV |
Agency | Grey G2 Madrid |
Campaign | Fairy Your Tip to Save at Home - Procter & Gamble |
Advertiser | Procter & Gamble |
Brand | Fairy |
Posted | July 2006 |
Business Sector | Cleaning Products, Soaps, Detergents |
Story | SUMMARY Fairys challenge for growth started from an already high base of +40% value share in mature and highly competitive markets where private labels and discounters were consistently gaining ground. Consumers had to be convinced of Fairys value and credibility as a brand alternative even if they had to pay more. The results for Iberia exceeded business expectations, with volume share increasing by 3.2% and value share increasing by 4%. Today the brand growth continues with all key brand indicators rising, signalling that Fairy has gained real ground in consumers homes and minds. |
Media Type | Television |
Length | |
Creative Director | Maria José Badolato |
Art Director | Javier Garcia Maestro |
Account Manager | Almudena Gil |
Director | Angeles Reinee |
Photographer | Nestor Calvo |
Advertiser's Supervisor | Olav Silden |