Fairy Liquid: Advertising Value Since 1950..

Identifying meaningful communication channels and delivering right message remains core objective for any advertiser when planning for communication strategies. Fairy brand has remained on kitchen shelves of almost fifty percent or more of Britain’s home over half a century now. It’s important to highlight that Fairy liquid has embarked a distinctive place in consumer mind through its performance and value offerings evoking consumer loyalty. Advertisers at P&G Fairy, Strategic business unit have been able to effectively plan for its communication strategy that reflects on true value of the product attributes and features. P&G is able to set right expectations for customers through pitching or highlighting core benefits of the product and has reap dividends in return for being market leader in dish cleaning sector.

Fairy advertisers over the years are able to communicate fairy product performance based

attributes through their interactive TVC’s and social media campaigns. They are able to enforced Fairy cleaning ability through endorsements from opinion leaders such as Chef’s Ainsley Harriott, Anthony Worrell Thomson and Gary Rhodes front the brand together that helps demonstrate experience of someone professional and trustworthy in the industry. Alongside highlighting the features of their antibacterial range of fairy detergent, the various scents on offer and most significantly the all new Fairy Platinum that provides ultimate solution for the greasy dishes offering extra strong and shiner dish washing experience over the years. They are able to persuade their customers and builds strong relationship with the customers. Since customers need to be continuously engaged with product hence an active brand team of the fairy has ensured companies interact with its customers both through social media and physically. An active social media page and online campaigns ensure people are continuously pitched in with value offerings through various online competitions and activity parts that help them win discounts on their purchase. Moreover, sales promotions have remained high critically as sales boost to double when Fairy gets offered through a sales discount. 

But the focus with this article remains, evaluating fairy liquid TV advertising since its early

days. They started TVC advertising back in 1950’s highlighting the product value and attributes endorsed through different celebrities of particular era. The post world war II era dynamics remained significant for companies and manufacturers around the world. Since the focus reverted towards developing products that brought convenience to user’s life. P&G introduced the Fairy Liquid following same convenience notion to housewife’s life with Liquid dish washing detergent that helped eased their dish washing chores and simultaneously cared for their skin. The advertisement from then and now truly depicts the values and practices being followed in respect to that particular era. Advertisers at Fairy liquid quickly identified key performing attribute of their product and devised an ever shining jingle that still truly depicts its brand mantra. The tag line hands that do dishes can feel soft as your face with mild green fairy liquid has ensured them a distinguished position in consumer heads. The diligent communication has helped them gain target market attention, developing interest that would ensure to enthral desirability and leading them to take action.

Nanette Newman remained one significant celebrity endorsing the brand in 1980’s, adverts usually portraying the Fairy liquid bottle to clean higher number of dishes in number in comparison to its competitors. The use of celebrities was significant in gaining the attention of the target audience. Since the product entails low interest purchasing behaviour by customers thus, it remained imperative that marketers to adopt a cut through edge strategy to win over their customers. Hence, celebrities with likeable personalities and persona have remained easy target of advertisers to enhance their brand’s image. This can be related to the concept of elaboration likelihood model. 

Click for FairyConomy Advert

Fairy 2015 advert, Fairyconomy Spaceship helps us understand the changing dynamics of social and cultural values representing the modern era of gender equality and shaping up of men contributing equally to house chores as women. When compared to an old

advertisement of Fairy, back in 1960’s or likewise even in 1985’s era the fairy advertisement indigenously highlighted women’s in the role of dish cleaning and kitchen cores. While in their current Fairy advert a dad and son relationship is shown instead of mum and a daughter. Significantly a man is shown cleaning dishes while son wishes to make a Spaceship out of fairy. Predominantly, message in the advert remains same highlighting core brand value of fairy, performing an extra mileage than that of its competitors. The product is attributed to clean as much as 50% more dishes than that of their competitors but now with the new formula Fairy last 15% longer than its preceding fairy bottle. Moreover, the current advertisement alongside highlighting the brand rational value of lasting longer does acutely symbolize the new product packaging. As boy seems to relentlessly waits for new packaged bottle to finish so that he can replace his old spaceship through a new fairy packaging bottle. The key notion that triggers is the emotional connection or bond that is depicted within a family as shown in their preceding advertisements. Since mum is shown cleaning in the following frames of the advert while son still awaits. Thus, advertising team diligently puts up the add representing the modern family, where a balanced family role between men and women is highlighted. When critically appraising the commercial semantics, we can identify that a modern house with open kitchen is shown providing a look into dining and sit in area clearly demonstrate the family interaction even during house cores like dish cleaning, hence valuing time. Moreover, providing convenience and value has remained core brand essence and thus advertisers ensure that it reflects through what is portrayed in their adverts. 

Finally, the concept of fairconomy helps add quantitative measures to communicated message, since the product category does not instil high interest from consumers so they need some valid and rational reasons to make a purchase decision. Thus, being economical and providing efficient cleaning solutions through a valued offering is the consumer requirement. Thus, it can be easily examined that P&G brand image and value is reflected in the advertisement of Fairy detergents. The new advertisements have inherited the same old legacy of creating point of difference among consumer’s mind that distinctively differentiate Fairy on qualities of long lasting, anti-bacterial, and being soft on skin traits.