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Fairy has launched a new campaign, encouraging people to re-evaluate their dishwashing habits to save time, energy and money.The campaign claims that by choosing to #SwitchToShort with its Fairy Platinum Plus range, or #WashCooler with its Fairy Max Power product, consumers can make financial savings, without compromising on a brilliant clean.

Independent research by Fairy revealed that reducing household costs is a top priority for consumers across the UK as cost of living prices continue to increase, with 80% of consumers looking to save money on their bills by reducing their energy usage in the home.

This is the latest in a series of dual benefit campaigns from well established brands, focusing on helping to reduce household spend while continuing to provide a trusted and valued branded product (see P&G Detergent Brands Gondola and Hellmann鈥檚 Fighting Foods Waste campaigns).

P&G is responding to the cost-of-living impacts on UK consumers across its household brand portfolio by demonstrating that value is not only about price. What makes this example so interesting is that value has been a core pillar of the Fairy brand for decades. Most of us can remember iterations of Fairy ads showing how it cleaned more dishes per pack than 鈥榗heaper鈥 or own label alternatives. Quality as a driver of value is at the heart of what brands do.

A lot is written about the relevance, or otherwise, of brands contributing, or linking themselves, to wider social debates or communicating a higher purpose when they should be focused on their day job. This is complex and it is never one size fits all, but where a brand has a rich history of communication and brand building attached to a specific subject, or there is a strong fit between the brand鈥檚 positioning and the chosen purpose, it can work and be distinctive. The sales line and equity tracking will let a brand know if it gets it wrong. Fairy is simply showing how great brands set a true north and consistently, but not blindly, follow it for the longer term. This is the only way to build the equity that sustains successful brands.

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