The home cleaning products brand Fairy, Property of Procter & GambleHe wants to maintain his leadership position in the category betting on product innovation. Thus, he has presented Un dishwasher in spray format Applicable both for handwashing, and dishwasher or to clean kitchen surfaces.

The brand has been generating expectation around the launch of the new product over the last days as part of an advertising campaign that has worked together with the creative agency Leo Burnett Madrid. The creative concept of it has been articulated, precisely, around onomatopoeia that many users colloquially attribute as a name to spray products.

The campaign has had a main audiovisual piece that deepen the discussion. During the popular character of the creative concept, he has opted to present Fairy’s product as if they were rapid opponents in a battle of roosters, with dishwasher boats dressed in golden chains or wool caps.

Has also had activations of exterior advertising and social networks, Fairy has been asking Spanish society if it is more of the “Fliss Fliss” team or the “Fluss Fluss” team. Trying to generate a popular and some controversy discussion has invited users to vote for their favorite option.

For the process the brand has enabled a website through the offers and promotions platform The couponera. Users have been able to select from “Fliss Fliss” or “Fluss Fluss” in order to get one of the 100 boats of the new dishwasher “Power 3 in 1” in Fairy Spray format. In case of not graceful, the brand has offered a 50% discount coupon in the purchase of the article.

Fairy’s campaign has been seen these days in cities such as Madrid, where graphic creativities with the question between the two options have been seen in Mupis, Marquesinas and advertising spaces of the Madrid Metro network. In addition, the brand has collaborated with Influencers and content creators, Among them, Tamara García Romero, Pablo Meixe, Diegodoal, whose pieces have spread mainly through Facebook and have invited participation in the vote.

Fairy continues in the footsteps of other campaigns that have also deepened some Debates of popular opinion. Last year, for example, Telepizza also encouraged users, under the concept “that speaks the mass”, to clarify the name of its product by choosing between four options: Pitsa, Picsa, Pissa or Piza.

Fairy’s new product is presented in 500 ml bottles And it promises to help users save the soaking phase of kitchens utensils thanks to their cleaning capacity. Moreover, from the company they ensure in a statement that offers the power of a night of soaking in minutes, without the need to prepare the dishes.

“We continuously innovate to create products that allow rapid cleaning, effortless and efficient”; Erika Gamero, director of Fairy, has commented in a statement. “For this reason, we have launched Fairy Spray, a unique innovation that allows consumers to make the daily cleaning of the dishes easier by saving the soaking of their dishes”

Product innovation is based on Survey “Skip The Soak”made between 2,000 Spaniards in the month of June, which among other things points out that washing the dishes is the second most detested task, after cleaning the bathroom, or that leaving the paltos and kitchen utensil soak is the cause of discussion in the home.
Specifically, 82% of those surveyed point out that seeing dirty dishes in the kitchen so you soak or pending that they are fried increase stress levels and have a harmful effect on mood.