Villarriba and Villabajo are two fictitious villages at the Spanish Mediterranean coast. They are scene of an advertising spot, with whose assistance the US-American consumer goods company Procter & Gamble later introduced the hand table-ware detergent Fairy Ultra on the German and the European market, manufactured by it, starting from 1992. The campaign of the advertising agency Grey was devised.

In the Spot the inhabitants of the two places their large Paellapfannen schrubbten cleanly around the bet after a rushing village celebration. While the inhabitants of Villabajo with the distance of the fat arrears did very heavily, the inhabitants of Villarriba already finished product after short time with their work and could again celebrate. One suggested to the spectator, this would be because of the new fat release formula of Fairy Ultra.

A goal of the campaign was it to stress the fat release loosening of the detergent as the most important characteristic of the product and platzieren it as the means with the highest Kraft on the market. Promised themselves the recruiting rate gene to be able to bind so durably consumers to the product.

The campaign is considered as expressed successful. Fairy Ultra belonged fast to one of the three usually-sold detergents in Germany. According to an inquiry 91 per cent of the consumers Villarriba and Villabajo, 63 per cent remember bring the places even into a connection with the label name.

In the year 2000 the mark Fairy of Procter & Gamble in the course of an international standardisation of the products was replaced by the mark Dawn. The strategy proved as bad planning. The market shares of Procter & Gamble decreased/went back in Germany drastically. Thereupon it came in September 2003 to a re-establishment of the mark Fairy. In the accompanying Werbekampagne, which was conceived again by Grey, the contest between the two Spanish villages revived again. The inhabitants of Villabajo spied this mark the neighboring village, in order to come behind the secret of the clean Paellapfannen.

The names mean the upper and/or the lower village (mansion = village and arriba = above and/or abajo = down) in the Spanish simply.

Related links

• http://www.grey.de/kunden/fairy/fairy_main.htm - description of the campaign strategy

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