To communicate that Fairy lasts for a very long time, we placed several ads in the “Second Hand Ads” sections of newspapers and magazines, especially under categories that were followed mostly by women. The ads were pretended to be placed by housewives who wanted to sell or swap their second hand Fairy bottles that they had been using for months.

These small sized, low budget ads had great effect in conveying the message. Thousands of women phoned up the number in the ad. All the callers were informed about the performance of Fairy and all were awarded with a trial size.