£16m P&G launch of Fairy premium dishwasher tablet

Procter & Gamble (P&G) is ploughing £16m into the launch of a new Fairy dishwasher tablet as part of a major marketing campaign for the brand.

Procter & Gamble (P&G) is ploughing 16m into the launch of a new Fairy dishwasher tablet as part of a major marketing campaign for the brand.

The consumer goods giant is planning to introduce Fairy Active Burst, a premium line designed to sit alongside its existing Fairy dishwasher tablets, next January.

The tablets, which P&G claims will represent a major design innovation in the dishwashing market, comprise two separate components in a clear resin capsule.

The capsules, which dissolve on contact with water, contain a detergent powder and a liquid rinse aid separated by a plastic membrane.

A television campaign is expected to break in January that will build on the brand’s “soft and sensitive” heritage. Industry sources also expect a distinctive pack redesign.

The move follows market leader Reckitt Benckiser’s launch of Finish Quantum earlier this year (MW October 27), which is also expected to benefit from a multi-million pound marketing drive in the New Year.

Finish Quantum houses three cleaning agents, which the company claims would otherwise be incompatible, in separate compartments in a plastic resin capsule.

The launch also marks P&G’s second extension of the Fairy brand in recent weeks following its move into the fabric conditioner market (MW November 3). Fairy fabric conditioner is planned to replace its existing Lenor Sensitive line.

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