D’Arcy is relaunching Procter & Gamble’s Fairy non-biological
washing powder later this month with a pounds 6 million national TV,
press and radio blitz.
The TV work, entitled ’tummies and hips’, is due to break this week and
features a range of everyday people including a pregnant woman, a young
couple in bed, a group of school children playing on swings and a family
The focus is on how soft fabric washed in Fairy feels against skin. The
familiar Fairy cartoon baby appears throughout the work.
A voiceover introduces the new endline: ’Every part of every body loves
Fairy-soft clothes’, which is also carried through the three press
executions, ’jumpers’, ’cat’ and ’snoggers’ and four 30-second radio ads
which are due to break in October. Press executions will run in women’s
monthly and weekly titles.
Gary Coombe, marketing director for fabric care across Northern Europe
at P&G, said: ’D’Arcy has managed to increase the appeal of the brand
without alientating the core group of consumers who love it - mums with
Georgie Shooter, board account director at D’Arcy, said: ’This is a real
evolution in Fairy advertising, the new campaign has helped us take the
lovely soft world of Fairy out to more mums, because of its realism and
Advertising for Fairy has in the past focused on its kind and gentle
heritage and the brand has been positioned as the softest non-biological
for the last ten years. The aim of the latest campaign is to dispel the
myth that Fairy is just for babies and broaden its appeal to mums with
children of all ages.
The campaign was written by Roger Rex and art directed by Roger
The TV work was directed by Sandra Goldbacher through Spectre. All media
planning and buying is through MediaVest.
The last advertising campaign for Fairy Non-Bio. aired last month and
featured a young girl at a Judo class.
D’Arcy also handles the advertising for several other P&G brands,
including Bounce conditioner, the Dreft range, Viakal and Always
The agency has handled Fairy Non-Bio since it launched in 1982.