P&G dials up Fairy marketing after ASA victory over Unilever's Persil

Procter & Gamble (P&G) is dialling up its marketing efforts for Fairy Liquid against rival Unilever's Persil, following a victory ruling from the Advertising Standards Authority (ASA).

P&G: dialling up marketing efforts for Fairy
P&G: dialling up marketing efforts for Fairy

New edits of Fairy’s TV, print and digital ads are being created to include endplates demonstrating the brand’s "2x longer lasting than the next best selling brand" claim.

This month the ASA ruled against a complaint from Robert McBride Ltd, which owns the licence to market Unilever’s Persil in the UK, stating it was not misleading.

The ad stated: "Generations have trusted Fairy’s cleaning power because it lasts a long, long time.

"And today it lasts twice as long as the next best selling brand. That’s Fairyconomy."

A spokesman for P&G said: "We’re delighted with the ASA ruling. We had absolute faith in the science which clearly shows Fairy lasts twice as long as Persil and this ruling puts an end to any debate about this.

"Following the ruling, we’re dialing up our marketing and communications around Fairy and the compelling value claim we have behind it.

"The ‘lasts twice as long’ marketing programme on Fairyconomy is a great example of how we are seeking to reframe value on our brands for people,  to very clearly communicate the value we are providing for people against alternatives available.

"We have absolute faith in our science and the performance of our products and we want to show everyone just why they should be choosing P&G brands."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published