P&G plans to beat Finish with new Fairy

Procter & Gamble is to revamp its Fairy dishwasher products range in a multi-million pound push to challenge the dominance of Reckitt Benckiser’s Finish.

The company is to reformulate Fairy dishwasher tablets and relaunch the range in updated packaging before the summer. P&G is hoping to steal market share from Finish, which accounts for close to two-thirds of the market. An ad campaign will be created by P&G roster agency Grey Worldwide. MediaCom handles media buying for Fairy.

An industry observer says: “P&G has the right brand, as Fairy is closely associated with dishwashing. Its product and support have not been good, but this could pose a real challenge to Finish.”

The news comes as Reckitt Benckiser unveils its own latest innovation in the dishwasher market with the launch of Finish Protector. The company claims the product shields glass from the corrosion and dulling caused by the detergent in dishwasher tablets.

The launch will be supported by a £1.5m TV ad campaign created by Euro RSCG London, with media handled by OMD. Industry sources say the launch will add further value to the dishwasher market, although there are worries that the retail price of £.4.50 will deter consumers.