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Fairy launches new dishwashing liquid in UAE

Dubai, October 28, 2013

Fairy has launched its newest dishwashing liquid in the UAE market with a Guinness World Record-breaker to create the world’s largest mosaic made entirely out of plastic bottles.

The launch of Fairy Platinum was celebrated at Lulu Hypermarket in Barsha with the unveiling of a 12,844-bottle pop art mosaic covering a 75.9-sq m area, and spelling out the brand name.

“We wanted to put Fairy Platinum in the spotlight in a creative, fun way. The mosaic spells out a clear message that Fairy continues to innovate and looks at the market differently from other dishwashing brands,” said Kamlesh Bhatia, category & business development manager for Transmed, the brand distributor for Fairy in the UAE.

"There’s no better way to launch Fairy Platinum, our premium dish-washing product, than by setting a world record thanks to the support of our distributor Transmed and our customer Lulu Group International,” said Al Rajwani, vice president and general manager, Arabian Peninsula & Pakistan, Procter & Gamble.

“Fairy Platinum will become the product of choice for consumers who need a dish-washing liquid that will cut through and shift the most stubborn grease in the shortest time possible,” added Rajwani.

The mosaic took the team of Fairy artists a total of 30 hours to create using Fairy Platinum and Fairy Olay bottles.

Guinness World Record adjudicator, Samer Khallouf, confirmed the successful attempt, and said: “The UAE adds another Guinness World Record to its long list beating the Japanese record by 744 bottles - an amazing achievement.”

Fairy’s most successful global formula yet, the new Fairy Platinum employs the latest technology to help break down baked-on grease particles into smaller pieces through a built-in soaking action that removes tough grease in just 10 minutes, a company statement said.

It has also rebalanced its surfactant system to increase post-cleaning shine, leaving less watermarks, it added. – TradeArabia News Service




Tags: UAE | Guinness record | Mosaic |

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