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Mediacom Israel | P&G Fairy Liquid | Mom, Sit With Us
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| Sales of Fairy Liquid were growing in Israel - but Palmolive, the market leader for over 25 years - seemed to have an unassailable position.
Enter Mediacom, and a new campaign that emphasised Fairy's grease-cutting, time-saving capabilities. Perfectionist mothers could now
have the best of both worlds: a spotless home, and quality time with their families. The positioning line 'Mom, come sit with us!' became
ubiquitous, appearing as TV teasers, on samples distributed to younger people at flower stalls, and even as egg-vertising. |
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