Fairy Liquid - No fairy story - taking a brand well past the magic 50% per cent share point

In 2008, Fairy was an iconic brand, but one which was starting to look vulnerable. Rather than defend and preserve profit Fairy chose to invest in the brand and push beyond their 50% market share.  Learning from the brand’s history, Grey London formed a campaign of emotional communications and increased media investment to reconnect with the nation. A series of adverts were created around the idea of ‘Enduring care’, summing up Fairy’s tenets of ‘value’, ‘care’ and ‘national family’, often tying in with events of national interest. As a result, the brand grew from £93m to £130m, from 60% to 65% penetration,and crucially from 50% to 60% market share.