The idea had genius in its simplicity. To make a stand for gender equality Fairy went against ad-infinitum marketing lore that you never mess with your brand identity, doing exactly that and playing with (or some might consider, corrupting) 65 years of brand heritage.

The powerfully subtle omission of just one letter, the brutally simple re-branding of FAIRY to FAIR, ignited conversation in kitchens across the nation, and was all the provocation needed to get people to join the debate.

The Fairy logo was amended on pack to spread our message. This wasn’t a big, dramatic redesign. The brilliance was in the smallness of the execution. By simply removing the ‘Y’ from its logo, FAIRY became ‘FAIR’ and the bottle became the medium, the billboard for the powerful message for social change. It prompted Britain to ask ‘how fair is our home?” and placed FAIRY at the heart of the gender equality debate.

To fuel noise around the redesign, a film was created, interviewing couples across the nation, powerfully exposing their home lives, relationship and division of labour in the home to the ‘Fair’ challenge.

• Fairy’s Fair challenge reached 3 million people via Facebook alone with minimal paid for support.

• Women engaged in the debate with comments such as:

o ‘Thanks Fairy! My husband saw this and did the dishes today :) progress!’

o ’50 50 in our house. We both clean. I cook he washes up. I wash clothes he irons them. I hate ironing.’

• Bloggers in UK and beyond picked up on the design change, both men and women getting behind the Fair debate

• On the strength of the response to localised in-store exposure, the brand is now in distribution talks with a large national retailer, ensuring the redesigned FAIR bottles will make their way into baskets and onto windowsills in kitchen all over the nation, and become a year-round, in-home billboard for gender equality.