Fairy Liquid: Fairyconomy - the story of how we used one we made earlier

By the mid-2000s, the Fairy Liquid brand was losing its appeal among consumers. Fairy developed a new strategy that attacked the retailer brands on their own territory - value - by showing that Fairy lasted longer, thus providing for a longer-term financial saving. ROI, in terms of profit, has been calculated at £1.21 for the campaign so far.