60 years & Fairy’s bubble is not burst
The makers of Fairy liquid have produced a retro version of the famous brand to mark almost 60 years since it appeared in shops.
Procter & Gamble’s limited edition white bottle, featuring the Fairy baby trademark, hit shelves last week and it’s already being snapped up by shoppers taking a trip down memory lane.
Retail experts say the launch is a clever marketing tact ic guaranteed to win sales, despite the £ 2 price tag.
Neil Cook, of analysts TCC Global, said: “Consumers are constantly bombarded by ‘ the new’, to the extent that it can become quite disor ientating. So it’s reassuring to see something that’s familiar, safe and evokes their childhood.
“In this case, a l l the pleasant associations of ‘mild, green Fairy liquid’ are instantly recalled by the original bottle design, as t ho s e me s s a g e s imprint for life.
“It also speaks to the brand’s heritage that they can look to their past like this and celebrate it, helping authenticate Fairy as a trusted household name that’s been part of the family for years.”
The retro bottle is being sold in Tesco until midOctober, when it will be rolled out to all retailers.
A spokesman for Procter & Gamble said: “Consumers have told us how much this heritage bottle brings back g reat memories of times past.”