Monthly Archives: February 2010

Retail packaging of Fairy Liquid returns to the 1950s

The leading brand of washing up liquid in the UK, Fairy Liquid, is being sold in its original white bottles from today (February 8th).

To celebrate its 50th anniversary, the original white packaging of the family brand will go on sale in Morrisons stores from today and will roll out to other supermarkets at a later date.

White Fairy Liquid bottles with red caps became an iconic British brand, as children who watched Blue Peter were often told to use an empty bottle to make a toy rocket, pencil holder or a flower pot.

The white bottle has not been on store shelves in ten years.

Nostalgic advertising campaigns will assist the rebranded packaging, encouraging consumers to “Trust Fairy Cleaning Power!” The retro packaging will also be brought out across the auto dishwashing range.

Paul Lettice, trade communications manager at Procter and Gamble told Talking Retail: “Bringing back the white bottle is our gift to both [consumers] and our retailers for five decades of support, along with the creation of a family-look for the entire portfolio.”