Fairy Design & Branding A FAIRY TALE BRANDING by Landor Geneva

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A FAIRY TALE BRANDING

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Industry Cleaning Products, Detergents & Wood protectors
Media Design & Branding
Market Switzerland
Agency Landor Geneva
Executive Creative Director Tessa Westermeyer
Released April 2011

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: PROCTER & GAMBLE
Product/Service: FAIRY
Agency: LANDOR ASSOCIATES
Date of First Appearance: Apr 1 2011
Entrant Company: LANDOR ASSOCIATES, Geneva, SWITZERLAND
Executive Creative Director: Tessa Westermeyer (Landor Associates)
KCR Leader: Leslie Crombie (Landor Associates)
Senior Design Manager: Herve Collignon (P&G)
: James Pooley (P&G)
: Will Herbertsson (P&G)
Senior Designer: Stephan Garnavault (Landor Associates)
Design Director: James Harmer (Landor Associates)
: Richard Cawthray (P&G)
Media placement: Fairy Heritage Bottle - UK - April 2011

Describe the brief from the client
Fairy has been in the Queens kitchen for over 50 years. Endorsed by the royal seal, its 'a great British brand.

As Royal Wedding fever became a world wide phenomenon, P&G wanted Fairy to be there for the big day and commissioned the agency to create a special edition promotional set of SKUs that would celebrate the big day and leverage Fairy's Royal connection, to drive brand awareness and strengthen Fairy's status as a UK Love Mark.

Describe the challenges and key objectives
Due to a Royal press office mandate preventing disposable items of royal wedding memorabilia. Fairy had to celebrate it... without saying it.

The team also had to create something that would be simple enough to manufacture in 2 colours, suitable for the traditional 'heritage' Fairy Liquid bottle.

As this initiative was part of P&G's initial plan. The creative/strategic agency leaders had to work at break neck speeds to initiate the work from concept generation to final execution in less that 72 hours.

Describe how you arrived at the final design
It started as a simple sketch and didn't change from the original intent throughout the duration of the creative process.

The 'Fairy Story' branding acts as a wink to the grand occasion.
Graphic language references all the 'pomp and ceremony' via the ornate decorative boarder.

The beloved baby 'Bizzie' that's been a major visual equity of the brand for 50 years, becomes a British mascot carrying a union jack.

All of this plays to the spirit of the big day without overtly communicating the event, in order to warrant royal press office approval. Whilst still achieving mass recognition of the intent and the brands relationship and heritage with the Royal Family and general public in store.

Give some indication of how successful the outcome was in the market
RESULT

Limited edition tins sold out across the UK, with market share for Fairy reaching over 70%.

Fairy re-established its royal credentials, with a very favourable response to the work from the Palace.