What is Fairy:

Its about the relationship between Mother and Child, bonding together. In terms of Fairy liquid this means bonding around the sink, playing with the bubbles as well as keeping the house clean and both mother and child's hand soft.

Maybe something mothers to bond with their child

Baby sling: Keeps the child close to the mother, so that they can bond.

Baby Food: 

Come with its own baby spoon, shaped like aeroplanes and cars to reinforce the importance of play between mother and child.

Baby food is normally eaten warm and in glass bottle packaging. There are also pouch variations on the market.

The food shouldn't be for on the go because it needs to be warmed up, but more importantly Fairy are a home brand and there ethos seems to be orientated round the home.



Baking Equipment: 


Doesn't have to just be cake baking, could be equipment to make proper meals.

Bags sold in supermarkets that have all the ingredients to make a particular meal.

Food will need to be healthy, but it also needs to be food that kids will eat.

Bonding: The mother and child need to work together

Include a little chefs hat
A little apron

Fairy Liquid can be used at the end when it comes to the washing up

If Fairy did Holidays

If Fairy did Holidays, what would we design for them:

• New labels for the existing Fairy bottles to promote the holidays and competitions.
• Kids club packs i.e. draw string bags full of activities for the kids to do, wrist bands so they can enter the kids club.
• Brochure
• Company Logo
• Website

If Fairy did...

To help our research we thought it would be a good idea to think

'If Fairy were a.... what would they be like'

Car: Safe, reliable, family size (7 seater), maybe not the best looking car on the market but it would be traditional and value for money

Clothes: More likely to make clothes for babys and mothers. They would be soft to touch, and easily washed, in a respectable style that mothers can be comfortable in when doing housework. As well as being wardrobe staples that they will always need.

Shoes: They would be long lasting, comfortable, supportive.

Takeaways: Home like cooked meals that would be nutritious and keep you full for longer. Meals such as a take-out roast dinner.

Perfume: Floral, womanly smell. The scent would last all day. It would be in a traditional, fairly simplistic bottle. 

Holidays: They would be family orientated package holidays, with kids clubs and pampering for mum. They could be in England like Haven or Butlins, old fashioned style holidays.

Could have competitions on their Fairy bottles to promote the holidays e.g. someone wins a holiday every day

Computers: Easy to navigate user interface, reliable. More like a PC rather than a Mac. 

Alcohol: Probably more likely to do a low calorie beverage. Or wine which is low in alcohol percentage, it would compliment traditional meals.

Furniture: It would be comfortable, and homely as well as being suitable to be used by the whole family. It would last through time rather than going out of fashion. And it would durable. 

What is Branding?

We found the book 'What is Branding?' by Matthew Healey and it had a fair few pointers in it which can help us with our project.

The positioning of a brand: 
'defining in the mind of a customer what a brand stands for and how it compares with competing brands'. We need to understand Fairy and its values fully before making  any decision on what we will create.

Storytelling:
'everyone is drawn to a good, emotional story and wants to hear the best ones over and over again. When we buy brands, we take part in their story: great brands reassure us as to what an important role we play in their great story.' Like Fairy's adverts of mum's washing up and looking after their family.

Branding can ...
- reinforce a good reputation
- encourage loyalty
- assure quality
- convey a perception of greater worth, allowing a product to be priced higher
- grant the buyer a sense of affirmation and entry into an imaginary community of shared values

Fast-moving consumer goods:
ie. supermarket products
'Buying brands gets you a place in an idealised world and satisfies the desire aroused by brands' advertising. Whether we like it or not, this is a fact of life.'

Values:
Very often brands will talk of 'integrity', 'a commitment to excellence', and 'customer responsiveness' and consumers fall for this despite the fact that all brands SHOULD be like this anyway, not as an added extra.

Fairy in the shops

We had a look where Fairy was positioned in relationship to rival products by looking at its physical position on the shop shelf. Fairy Liquid appears to be the top washing-up liquid being positioned above all the other liquids. Unlike clothes washing products it seems that washing-up liquid is a market where there isn't as much competition, the other liquids on display are Daisy, Morning Fresh and as it is a Tesoc's shop, a lot of Tesoc's own brand variations. One of the Tesco's own brands is in the simple white bottle which Fairy used to use, and are bringing out for its 50 year celebration, however its low position on the shelf and its 55p price tag would suggest it is of course nowhere near as popular as the traditional fairy bottle. This would suggest that the bottle shape isn't what is making people buy a product but the brand.

Fairy non-bio on the shelf at Tescos

All the different variations of Fairy Liquid on the shelf at Tescos

Examples of previous television adverts for Fairy liquid. Both follow the same format - a child playing and using the fairy bottles as part of their game, their mother washing up and expressing her love for Fairy liquid as it makes her hands soft and washes dishes well.

In 2009, there were 13-million plus households who buy 150 million bottles of Fairy liquid per anum, which made up 57% of the market at that time. This percentage made Fairy Britain's favourite and most popular washing-up liquid brand.

"Fairy has maintained its place in the marketplace with clever marketing that makes use of celebrity endorsements and promises of a world of happiness in a bottle. Famous for the ‘mild green Fairy Liquid’ slogan as well as is claim to last 50 per cent longer than any other brand, Fairy boasts a seal of approval by the British Skin Foundation, though this claim is not all that it seems. The British Skin Foundation is a charity that P&G (along with many other product manufacturers) supports financially."
(read article here)

What do Fairy stand for?


A traditional, popular family brand which is know for its cleaning power and value for money.
It is known for its iconic white bottles and the baby featured on its logo.

Target Audience?


House wives
Female

Product Ideas for Fairy so far...

Nappies - Logo features a baby wearing a traditional fabric nappy.

Deodorant - Cleaning power, aimed at mums.

Moisturiser - Already have the clean and car fairy liquid range. Pampering for mums.

Baby Food - Traditional dinners, healthy eating which fits with the healthy and clean products.

Probiotic Yoghurts - Kind to your insides.

Baby Clothes - Soft Materials, use the fairy products to clean them.

Bubble Bath - Cleaning power, household essential like Fairy liquid. Family fun.