Breaking with tradition 06/06

Winning trust on a new level

  

CHALLENGE

• Fairy was a growing brand, but the #1 in the market for over 25 years – Palmolive – seemed to have an impenetrable lead.

 THE MEDIACOM DIFFERENCE 

• Our insight:  traditional Moms were perfectionists, but torn between time with family and keeping a perfect house. 

• Since Fairy’s grease-cutting allowed Moms more time with family, we helped their family appeal:  “Mom, come sit with us!”  

• Our advertising centered around a traditional family event, Friday night Sabbath.

• Samples distributed to young people, coming home for the weekend, and at flower stalls, TV teasers and egg-verstising helped them to appeal to their Moms:  get out of the kitchen, and come spend time with us!

 RESULTS

• Fairy took sustainable market leadership over Palmolive, becoming the #1 brand in the market in under 4 months.