Consumer goods giant P&G has rebranded household staple Fairy to Fair, with the aim of encouraging families to find a moment to talk openly and positively about LGBTQ+ issues
The brand refresh will run in conjunction with a bold new creative designed to demonstrate the FMCG company's commitment to the LGBTQ+ community.
In a celebration of Pride, the washing-up liquid will sport a temporarily truncated name with customers able to snap up a limited edition Fair bottle for their kitchen sinks – all in support of The Albert Kennedy Trust, which serves young and homeless lesbian, gay, bisexual and transgender young people.
In doing so P&G hopes to stimulate discussions among families and households around LGBTQ+ issues in order to raise the bar for equality amid the publication of its Fair Report, which found that less than 30% of British families believe that minorities are treated fairly.
Highlighting the work that still needs to be done, the study of the social attitudes also found that 27% of parents agreed that it was fair to treat people differently on the basis of their romantic relationships. A further 32% conceded they found it difficult to discuss sensitive issues.
To mark this activity P&G's film, 'Out of the Shadows', is documenting the company’s own internal journey toward LGBTQ+ inclusivity through the 1990s and early 2000s.
The campaign follows recognition of the best LGBTQ+ positive brand campaigns to have been created thus far by PrideAM.
This isn't the first time Fairy has dropped its 'y'; it ran a similar campaign back in 2016.