It only takes one drop of Pril to wash a set of dishes. That’s what we’ve always claimed, until Fairy, the undisputed market leader started promising the same, but much louder. As net sales growth plummeted, the only way to dent Fairy’s lead was to reclaim "the power of one drop". After monitoring our target in their natural shopping environment, we understood what made them tick. To overcome this big challenge, we decided to "go small" bringing our original claim to life literally. We took back our claim along with some of Fairy’s market share.
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