Fairy have always played with the creativity on how to put across the products benefits and reasons to buy Fairy Liquid. Past advertisements have drilled into consumer minds that fairy protects their hands during washing up and ensures glistening clean dishes. They have used many relatable situations in their ads and always used a “Mum” and a child scenario. Their latest claim is exemplified through the saying “I hardly ever buy fairy liquid” which makes consumers confident that they are buying something worth their money. The theme here that fairy play with is consistent advertising where the message is repeated but in various form and scenarios.