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基本信息
行业: 家居与日用品
媒体:影视
时间:2005年2月21日
投放:西班牙
语言:西班牙语
风格: Minimalism
说明cnen
How do you convince people that a brand that is three times more expensive than its rivals is better value? Fairy Concentrated Liquid was the first such product to be launched in Iberia and had a leading 40% value share position in the market. Yet, dominance was under threat from cheaper, dilute alternatives. While Fairy had shown worrisome business trends and losses in terms of household penetration (-2% from 2002 to 2004), private label had gained six share points. Fairy’s position was further damaged from a static market and aggressive on-shelf promotional activity by competitors. Also, the brand premium made the brand feel increasingly distant from people’s daily lives which meant additional credibility barriers to overcome. Fairy’s challenge was thus to attract value conscious consumers by making its enormous price premium seem like good value.
制作信息
品牌:
广告公司:
奖项
EACA Euro Effies 2007
铜奖
FMCG
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