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Fairy Liquid Using Evocative Marketing Techniques to Boost Product Sales

In 2010, Procter & Gamble’s (P&G’s) Fairy Liquid brand recorded particularly impressive growth rates in both the auto and hand dishwash product categories in the UK. The growth in sales has been attributed to a heritage marketing campaign designed to celebrate the 50th anniversary of the brand. This article analyzes how Fairy Liquid has successfully managed to introduce a nostalgia-based marketing campaign while also leveraging superior efficacy benefits compared to competitors to enhance value perceptions of the brand. The article also looks at how P&G plans to launch another evocative marketing campaign for the Fairy Liquid brand in 2011.

The Fairy Liquid brand recorded a year-on-year growth in sales value of 13.1% in the hand dishwash category and 24.2% in the auto dishwash category in 2010. A heritage campaign designed to celebrate the 50th anniversary of the brand has been touted as a key driver behind the growth.

The fast moving consumer goods (FMCG) sector saw the use of nostalgia-based marketing themes become particularly common throughout the economic downturn and in the early stages of the recovery, as consumers sought out products that reminded them of simpler and happier times from their past, something that the Fairy Liquid brand has capitalized on.

In 2011, it was announced that P&G would launch a commemorative Fairy Liquid bottle design to celebrate the royal wedding of Prince William and Kate Middleton. The brand is well placed to capitalize on enhanced feelings of patriotism among UK consumers through its heritage and ability to leverage authenticity traits related to country of origin.

Find this interesting. For more, please read Fairy Liquid Case Study: Using Evocative Marketing Techniques to Boost Product Sales or check out our company reports on P&G or any other company of your choice.

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