Procter & Gamble is adding retro style to the campaign for its Fairy brand. This year the hand dishwash is turning 50, so the company decided to commemorate the date and remember old days. The new promo-materials feature Nanette Newman, who starred in its 1980s spots in the newly launched campaign to promote the iconic bottle.
The strapline of the washing-up liquid’s ads is “Trust Fairy cleaning power!”. The bottle which became the key one in the limited-edition last was seen on the store shelves 10 years ago. It is associated with TV show Blue Peter and according to the recent survey, it reminds 40% of the British of their childhood.
«I loved making the Fairy ads – they were a big part of my life for a long time – so I am delighted to be a part of the 50th anniversary celebrations,» noted Newmann.
«Heritage brands like Fairy still resonate with people today because they remain true to their original promise, which the brand communicates through campaigns that leverage the themes of the day,” says Graham Hales, managing director of branding consultancy Interbrand.
The retro bottles appeared in the UK yesterday.