Pipette mileage

DESCRIPTION

With the global economic crisis looming, it was becoming harder for the leading washing up liquid Fairy to compete against cheaper competitors and new private label brands. In October 2008, Fairy’s main competitor Palmolive took over market leadership.

Research showed that people still believed Fairy’s grease cutting was superior, but when faced with giant competitor packs in store, people were opting for quantity over quality. Fairy therefore needed to make its mileage visible, showing that a small amount goes a long way, making Fairy the more economical choice.

Fairy came up with the idea of a pipette as the perfect device for communicating mileage. Fairy ordered a batch of custom-made pipette lids for Fairy bottles to be used in an ambient campaign that saw Fairy pipette bottles placed in restaurants’ toilets. People washing their hands would be faced with a huge sticker over the mirror depicting piles of dirty plates alongside the pipette bottle. This was accompanied by the message: “For the days that you don't eat out use Fairy, one drop cleans the whole sink.” This was replicated on TV as well as in store.
Despite a 10% price premium, Fairy regained market leadership from Palmolive in November and increased the gap in December to its largest ever in December.

IMAGES