Gender equality begins at home for Procter & Gamble’s (P&G) Fairy brand, which has changed its label to ‘Fair’ to make the point, asking fans ‘how fair is your home?’
The question is discussed and answered by several real-life couples in a video to show that by dropping the ‘y’ from its branding, the business hopes to make a “big point” about a deeply rooted stereotype. However, the label hasn't actually been changed in-stores and instead was a controlled test to to understand the topic and see what impact could be made in the home.
It’s been done to chime with this year’s International Women’s Day and claimed that despite nearly 50 per cent of the workforce being female, on average women in the UK still spend 117 more minutes a day on housework than men.
The post went live yesterday and has already attracted some 15,000 views and 154 likes.
A spokesman from P&G said: "P&G spends a lot of time understanding people. By understanding what they do every day, what they care about, their challenges, and their unmet needs we get to insights that can inspire product development and inspire new brand campaigns that shine a light on what matters to people. We are proud that our programs and our people provoke thought, promote dialogue and inspire action."
The work is part of Grey’s final output for the brand after P&G decided to consolidate its ‘dish’ business into Publicis Worldwide as part of its drive to cut agency costs.