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Procter & Gamble is to launch its Fairy Non-Bio tablets this week

with a pounds 4 million TV and press campaign through D’Arcy.

A 30-second TV spot features a series of scenarios in which everyday

people are shown experiencing the cleaning power of Fairy tablets. The

commercial features a family in the back garden with a young son wearing

his bright white shirt and a young couple folding bed linen.

The commercial is supported by two print executions, which aim to

communicate that Fairy is as much about its cleaning power as softness.

One execution features a schoolboy whose bright white shirt comes

untucked from his trousers as he bends over some railings to see into

the playground.

Alongside the image runs the line: ’New Fairy tablets give you whiteness

that shows - every part of every body loves Fairy white clothes.’

In another execution the same line runs next to the image of a woman

working in a shoe shop. As she stoops to tidy some shoes, she reveals

the top of a gleaming white pair of knickers.

D’Arcy relaunched the Fairy Non-Bio brand in September last year with a

pounds 6 million national TV, press and radio blitz.

A 30-second TV spot called ’tummies and hips’ introduced the new line

which was used to promote Fairy washing powder.

The line was also employed in three print executions and four 30-second

radio ads and focused on how the softness of fabric washed in Fairy

feels against the skin.

’We want to keep the momentum going with this new campaign, which

focuses on Fairy’s cleaning ability within the ’every part of every

body’ campaign idea,’ Kate Hopkins, the account director at D’Arcy,

said.

’We are delighted with the new work, which continues to bring a fresh

and warm approach to the brand.’

The campaign was written by Roger Rex, art directed by Roger Sealey and

directed by Mark Brozel through Rogue. Press photography was by Nick

Turpin and media planning and buying are through MediaVest.