About this advert
Fairy Liquid 50th Anniversary
For: Fairy Liquid
10 October, 2010,
This year, Fairy Liquid re-launched their iconic "Fairy Original" bottle to celebrate their 50th Anniversary. The original bottle, which was used up until 2000, carries many significant aesthetic properties such as the white rounded bottle, green writing and bright red lid. Fairy liquid is a hugely popular household brand and by using nostalgia as an advertising technique, they are instantly at an advantage compared to newer brands of the same product. The memorable, previously used advertisement image, comparison of both old and recent packaging of the same product and newer and more recent products of the Fairy brand would immediately attract readers. Consumers who find all these images familiar, will feel a sense of trust and loyalty to the product and be reassured to purchase the re-launched anniversary bottle as well as Fairy branded products in the future. The paragraphs underneath paint a reminiscent image in peoples head of when they used to use Fairy Liquid. The words "Mum", "younger members of your family" and "child" are all used in the 2 paragraphs. These words illustrate the stereotypical view many had and still have with washing up and more generally household chores. This view is that it is housewives who do the cleaning and look after the children. Nowadays, such an out-dated view would be less prominent amongst the public but from this advert, you can see Fairy Liquid still acknowledges this view and to an extent agrees with it since it uses it within their advertising campaign. Whilst this may not be very contemporary socially, Fairy Liquid has managed to use it in a way which does not out-rightly offend women in the stereotype but used it as an advantage to spark peoples emotions connected to Fairy, it's iconic brand and the old original packaging/product.
Can't find the ad you're looking for? Why not upload it?