Defend or attack? This was the dilemma that Fairy faced in 2008. It was a national favourite, with 50% value share, and a 66% price premium versus Own Label. However the economy was entering a ...

Fairy washing-up liquid had decades of success on a premium-priced 1, high-quality product, promising to last longer and wash more dishes than cheaper rivals. In 2008 Fairy was brand leader, with ...