Fairy Liquid Case Study: Using evocative marketing techniques to boost product sales

Introduction

In 2010, Procter & Gamble’s Fairy Liquid brand recorded impressive growth rates in the auto and hand dishwash product categories. The success has been attributed to a nostalgic marketing campaign designed to celebrate the fiftieth anniversary of the brand. Crucially, the company remembered the importance of value and used the marketing campaign to emphasize this perception among consumers

Features and benefits

• Learn how to adopt marketing techniques that will significantly help boost sales in a mature market
• Understand how to emotionally engage with consumers and strengthen brand loyalty in a price sensitive product category
• Recognize that authenticity and heritage based marketing claims are key ways of differentiating from the threat of private label

Highlights

The relevance of nostalgic based marketing has grown in recent years, brought about by the pressures of the recession, and consumers’ desires for simpler lifestyles, comfort and brands that remind them of less stressful times. Fairy Liquid has been well placed to capitalize on this because of its association with comfort and family themed marketing

Despite the favorable perceptions associated with nostalgic based marketing, Procter & Gamble recognized that traits such as price, ease of use and efficacy are the primary factors that drive consumption choice in the dishwash market. The Fairy Liquid anniversary campaign helped leverage these traits, enhancing perceptions of value of the brand

Your key questions answered

• What are the key factors influence buying behavior in the UK dishwash market?
• How can nostalgic based marketing enhance favorable perceptions of brands?
• How can leading national brands use heritage and authenticity traits to differentiate from cheaper competitors?
• How can leading national brands capitalize on the UK royal wedding in 2011?