Things you didn’t know

The Fairy baby has appeared on all

products since the 1930s and is called
‘Bizzie’.

www.uk.pg.com Since the 1960s the UK has bought

over 4.8 billion bottles of Fairy Liquid,
enough to circle the earth 2,400 times.

579 bottles of Fairy are produced per

minute – over 10 million gallons of
Fairy Liquid a year.
The Fairy name first appeared in 1898 on a pale yellow bar of soap. Today the brand One bottle of Fairy washed 14,763
represents a range of products renowned for their cleaning ability and caring nature. dirty plates – a world record.

Over 13 million UK households buy 150 million bottles of Fairy each year, 57% of the
total market (Source: ACNielsen 2005), making it the nation’s favourite washing up brand.
In 2005 turnover topped £100 million.

Offerings and Values

The Fairy brand has stood for ‘sparkling
performance’ for over 100 years, with
principles built upon cleaning and its caring
nature. Fairy’s dishwashing brand, an iconic
household emblem for nearly 50 years, has
maintained market leadership through its
performance; lasting up to 50% longer than
any other brand (Source: Laboratory Testing). To fit in with modern kitchens and times, it with the slogan ‘For Hands that Don’t Do the second largest brand. The market is split
Brand communication is simple, Fairy changed its signature white bottle to Dishes’ and glamorous celebrity endorsers between detergent only and multi-benefit
highlighting performance through mileage an ergonomically designed transparent such as model Jodie Kidd, and home design products. Recent introductions, such as the
or cleaning messages. The customer comes bottle which is easier to control and expert and TV presenter Naomie Cleaver. It also ‘no need to unwrap’ sector already make up
first, with Fairy operating a free-phone contains concentrated washing up liquid. featured photography by Helena Christensen. over £35 million of the £200 million market
advice line and money back guarantee. 2003 saw the launch of Fairy Powerspray, (Source: ACNielsen May 2006).
Furthermore, Fairy does not produce a leave on cleaner that removes tough, Market Context
products for other brands. burnt on food. Fairy Active Foam was The dish cleaning market is divided into sink Achievements and Future Prospects
Over the years, the ‘mild green Fairy liquid’ launched in 2005, an everyday washing up and dishwasher sectors, with Fairy leading Fairy has grown in recent years to become
slogan, made famous by Nanette Newman, foam in a pump bottle with grease-cutting sink and Finish dishwasher. the UK’s top selling brand across the
has given way to a more dynamic brand performance enhancers. Fairy Liquid, The sink washing sector is a mature market household category (Source: ACNielsen
position, featuring celebrity chef Ainsley meanwhile, remained powerful enough to with over 300 million bottles sold annually. April 2006). Following the launch of Fairy
Harriott. In addition, new products have tackle grease yet mild enough to be certified Its value has increased in the last year by 7% Active Burst and Fairy Powder Burst, it is
been developed to combat stubborn, burnt by the British Skin Foundation. with volume increasing by 2%, driven by trends the only national brand to offer a complete
on stains or for quick cleaning. In 2006 Fairy introduced two new products for specialist products such as Anti-Bacterial range of products in both sink and
Fairy supports a number of charities and in to the Dishwasher cleaning range: Fairy Active liquids and Fairy Powerspray. These trends have dishwasher categories.
2005 became the UK’s biggest fundraiser for Bursts and Fairy Powder Bursts. Fairy Active offset a previous decline in the market, fuelled Turnover has been driven in recent years
‘Make-A-Wish’, which grants children with Bursts was the first all-in-one detergent plus by the increase of dishwasher penetration. by Fairy Powerspray and Fairy Active Foam
life-threatening illnesses special wishes. Its liquid product, requiring no unwrapping Fairy defines the UK’s washing-up detergents launches, which added £9 million revenue,
corporate social responsibility policy means prior to use. market with a 57% share, over six times more driving Fairy to top £100 million. This looks
it donates products for use during natural As part of the Fairy Active Bursts launch than competitors Persil and Morning Fresh. set to rise further following the growth in
disasters; it is recognised by wildlife experts promotion Fairy poked fun at its traditional Dishwasher tablet sales are led by Finish. sales of Fairy Active Bursts.
as the best product for cleaning birds ‘Hands That Do Dishes’ campaign, replacing Fairy joined the market in 2006 and is now In 2005 all Fairy products became certified
following oil spills. by the Good Housekeeping Institute and
accredited by the British Skin Foundation
Innovations and Promotions 1898 1930 1987 1989 whilst new Fairy Active Foam was voted
During the 1950s, most people used powders Fairy Soap launches Procter & Gamble Lemon scented Fairy non-bio Product of The Year by UK shoppers
and crystals to wash dishes. After conducting through Thomas acquire the brand Fairy Liquid is laundry product (Source: TNS).
vigorous tests, Fairy launched a dish washing Hedley & Sons. and Fairy Baby introduced alongside launches, for In early 2006 new Fairy dishwashing
product, Fairy Liquid. By the end of its first trademark. Fairy Original. sensitive skin. ‘pods’ took a 12% share of the dishwasher
year six out of 10 people in the UK had market. Meanwhile four new Fairy scents
bought it. The first Fairy Liquid TV advertising were launched for the sink; Lemon Twister,
campaign soon followed leading to a host 1997 2003 2005 2006 Apple Quake, Strawberry Flame and Passion
of celebrity endorsements, including Fairy Liquid with Fairy Powerspray Shoppers vote Fairy Active Bursts Flower Storm. In the laundry stakes Fairy
actresses Leslie Ash and Nanette Newman anti-bacterial agents launches, for tough Fairy Active Foam launches and sales Non-Bio rivalled Persil Non-Bio for market
and, more recently, chefs Ainsley Harriott, is introduced. burnt on stains. Product of the Year top £100 million. leadership and Fairy Fabric Softener was
Anthony Worrell Thomson and Gary Rhodes. (Source: TNS). launched.

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