Brief

Procter & Gamble is launching a new television advertising campaign for its reformulated Fairy Liquid dishwashing brand next month. The campaign for New Fairy Liquid, through Grey Advertising, will claim that it is 20 per cent better than its predecessor. It will also highlight the brand’s effectiveness at washing the sort of dishes that usually require soaking. New Fairy is based on sugar technology which was first used in 1992 when Procter & Gamble launched Fairy Liquid Excel. The launch is also being supported by a large-scale direct marketing campaign.