EURO EFFIES / EACA Euro Effies Awards, 2015 | ||
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The Winners | Long-term Effectiveness | Silver |
Client: Fairy liquid
for Fairy Liquid (Procter & Gamble)
by GREY London
Case Study
United Kingdom
Story:
SUMMARY:
Fairy washing-up liquid had decades of success, built on its promise to last longer and wash more dishes than cheaper rivals. But in 2008 the world economy plummeted, and Fairy’s market dominance (a 45%+ value share) started to look less secure. Something had to be done, so in the middle of a recession, Fairy set out to find a way to inves...