1. Leverage Fairy’s superior grease cutting, but, overturn the category’s rational-benefit driven communication.

2. Find a place in her heart to talk Fairy’s role in bringing family together for the Shabbat—and helping get her out of the kitchen to enjoy! 3. Establish 3 communication roles to ‘change the conversation’: - Own Friday: Introduce Fairy to her Friday agenda.

- Celebrate Mum: Provoke society-wide thinking of mother’s role.- Lock-in Change: Retire the 25 year old Palmolive-tradition.

Our multi-functional team achieved a global 1st on Fairy: the new holistic campaign leapfrogged Palmolive in under 4 months and took sustainable market leadership in what-had been, a 25-year, Palmolive stronghold.METT Measurements/ Effectiveness across key parameters: Awareness index (125), Highest Ever “Top Of Mind” scores, Purchase Intention (115).