OK, so washing up liquids maybe boring, but Fairy continue to lead the market with strong, bold and insightful claims. The claim in the latest ad is also a 12 month evolution on claims the brand made when Max Power was first launch, when the focus was just on faster and easier cleaning.  Since then, they have added the extra claim around energy saving and that the product is as effective in cold water. The idea also shows how that once you have a good product, take a look at your product's name.  Fairy have updated the product to strongly feature "Max Power" in the title of the product, providing extra support to the core claim. 

Looking for new claims for your own brand or business?  Read one of our blog posts on how we help leading brands to generate winning claims.