By Niyi Adekanye
US personal hygiene brands powerhouse, P&G has introduced its global liquid dishwashing brand, Fairy into the Nigerian market. Although Fairy has existed in several other markets for several years, P&G had kept out of the Nigerian dishwashing liquid market.
It would appear that the country’s liquid soap market has been growing significantly in recent years as the economy grew and the middle class expanded.
Aside longstanding market leader, Morning Fresh from PZCussons Nigeria. Unilever Nigeria recently joined this market segment by extending its popular Sunlight brand name to the packaged dishwashing liquid market.
For Fairy, P&G will leverage on its considerable marketing and distribution muscle to push the brand locally. So far, the brand has deployed social media, outdoor billboards and radio.A TV campaign and brand activation are expected to follow.
