I have responsibility towards the Fairy brand and Nigeria —Doyle –

The dishwashing liquid market is becoming interesting with new entrants promising to close the missing link witnessed in the market. Ireti Doyle, as Fairy’s godmother revealed to Princewill Ekwujuru, her plans and the brand’s power to deliver on promises. Read on.

Endorsement

Endorsement is not just something you pursue. You do your work and hopefully someone will look your way. I have been approached by some people but this didn’t work out. That we did not complete or tie the deal somewhere along the line, we were not a perfect fit. And it’s just a matter of time a brand will come along and there will be a match made in heaven. I am absolutely and personally proud to be selected by the number one brand in the world.

If I have to wait this long to represent anyone it has to be a major brand. That is what has happened today. It is number one brand globally, not just based on hype but based on empirical information, based on trial and proof that it delivers on its promise. So far so good. The burden has been a very light one to bear. It hasn’t been hectic. It has been a symbiotic relationship thus far.

It began with a journey to Cape Town (South Africa) in March, 2014. We went to produce the commercial and all the materials that will be used during this campaign. It was a wonderful experience. We had a top notch technical team. So, it has been a very enjoyable journey so far. I have enjoyed being Fairy’s god mother.

Claim as global dish washing brand

It has been proven that indeed Fairy is the number one global brand. There was research to prove that, so it was not just an empty claim. Could I claim that Fairy is number one brand here in Nigeria. Let us remember that we just launched in the market properly in March. The exercise that we are doing now (the interview session) is all part of creating awareness. The intent is not just to make appearance in Nigeria but to make appearance all over the African continent starting with Nigeria.

Why I cannot tell you categorically that Fairy is the number one brand in Nigeria purely because it’s new, but I will beat my chest, and actually I can bet a year salary, that within the next one year Fairy will be the number one brand because it delivers on its promise. All you have to do is try it once and you will see that this dish washing liquid delivers on all its promises. It’s effective on oily dishes.

Your bottle of Fairy last two or three times longer. Use a little drop of Fairy and it washes many more dishes that you wouldn’t use any other brand. What I can say to consumers is that a trial will convince you. I am so convinced about this product. I encourage people to give a try, and please make their findings public. If we are lying put it out there. We are 100 percent sure of the facts that we are putting out there. It’s just a matter of time before Fairy takes over the market not just in Nigeria but all over Africa.

Taking the brand from factory to kitchen

Again, I say we have been promoting this brand since March and as Nigerian’s you know we had elections in between. As a socially conscious Nigerian while I have responsibilities towards this brand, I have responsibility towards my nation. We didn’t think that the period of the election was right to be talking about dish washing liquid. That can of slowed us down a bit.

But we have had a couple of interviews;  We have done insertion with the marketers. Last week we had a very vibrant tweeter interview. I was told on the day we were number seven on the trending list. I can assure you there will be a lot more interaction. You will be seeing me at malls, getting active with the people and telling them about the brand, convincing them to give it a try. Once you try Fairy you will never go back again.

Price and competition

You can get a gigantic bottle for 2 kobo but my question is how many dishes is it going to wash? Are you going to be penny wise and pound foolish.? Fact is one bottle of Fairy washes 14, 763 plates tested and proven. So are you going to spend N100 extra for a bottle that is going to last you about four times longer than a gigantic bottle that you literally have to pour half of it.

You know, we eat very oily food in Africa so to get your dishes quicky clean you really have to use almost a quarter of your gigantic bottle as opposed to a few drops of Fairy. All I require you to do is please give it a try. And when you see that a bottle of Fairy lasts you six times longer, I think people will go for value and quality as opposed to quantity.

Power of one drop / value

Way back even before the coming of some major competition,  Fairy has always had as their tag line “For hands that do dishes are as soft as your face” The science behind Fairy is way more than taking care of oily dishes. It also takes into consideration caring for the hands that wash the dishes. I am not a scientists;  I can’t tell you all the ingredients but I can tell you that Fairy is very kind to your skin.

It moisturizes your hand. It also has disinfectant values. So, it offers you much more values. As concentrated as Fairy is it is very mild. It doesn’t live your hand dry, bristle. Fairy doesn’t make false claims. It has fifty years heritage behind their brand. Whatever we tell you we stand by it.