Since the early 1900’s when advertising centered on the sale of a product or a commodity we have been consuming brand stories.

Brands such as ‘Fairy’ have been recognisable since the late 1800’s known predominantly for soap. In 1950 Proctor & Gamble revolutionsed the market by launching the first liquid product and Fairy Liquid was born. The brand has evolved and is now considered an iconic super brand – but what does this tell us about their narrative and how have Fairy adapted to maintain their relevance?

When Fairy was in it’s infancy the product was firmly aimed at housewives, seeking to develop an emotional connection with this audience through messaging that valued their position in the home. By the end of the first year six out of ten people in the UK had bought it.*

What matters to us the consumers, and how do brands of today ensure we have a deeper level of connection with their brands?

Today little has changed beyond the brand, what’s changed is the landscape in which Fairy operates. Shifts in society mean a women’s place in the home is no longer conventional; with the term ‘househusband’ families are more dynamic and less traditional. Over the years Fairys’ brand narrative has shifted to generate a wider appeal, the proposition of today: centered on the product, its’ longevity and its’ place in the household. They know how important this is to the consumer and are saying quite simply “we care too.” Which leaves the consumer feeling re-assured. Here’s a brand with which they have all-important common ground.

In an era of brand cynicism, in which marketing messages bombards us, it is this common ground that is vital to achieve resonance with the consumer.

We care when there’s mutual feeling and empathy and when this shapes the narrative into a brand experience that is immersive and engaging – who are we to argue? It strikes a chord and resonates with us – we just owned that brand experience.’s recent campaign, Love your imperfections is a great example of a brand that requires narrative reinvention to maintain relevance and keep up as society shifts. The narrative for their recent campaign features a same sex couple, something that would have seemed somewhat out of place 20 years ago, but in today’s liberal society it’s accepted and embraced.


Kate Nicol
Mr B & Friends

Published on: 1:50PM on 26th April 2016