Fairy has been in the Queens kitchen for over 50 years. Endorsed by the royal seal, its 'a great British brand.As Royal Wedding fever became a world wide phenomenon, P&G wanted Fairy to be there for the big day and commissioned the agency to create a special edition promotional set of SKUs that would celebrate the big day and leverage Fairy's Royal connection, to drive brand awareness and strengthen Fairy's status as a UK Love Mark.

It started as a simple sketch and didn't change from the original intent throughout the duration of the creative process.The 'Fairy Story' branding acts as a wink to the grand occasion.Graphic language references all the 'pomp and ceremony' via the ornate decorative boarder.The beloved baby 'Bizzie' that's been a major visual equity of the brand for 50 years, becomes a British mascot carrying a union jack.

All of this plays to the spirit of the big day without overtly communicating the event, in order to warrant royal press office approval. Whilst still achieving mass recognition of the intent and the brands relationship and heritage with the Royal Family and general public in store.

RESULTLimited edition tins sold out across the UK, with market share for Fairy reaching over 70%.Fairy re-established its royal credentials, with a very favourable response to the work from the Palace.