Fairy Liquid to be redesigned for royal wedding

Procter & Gamble is launching a commemorative Fairy Liquid bottle to mark the wedding of Prince William and Kate Middleton.

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The FMCG giant has obtained royal approval to produce a commemorative bottle of the household product to celebrate the royal wedding. The company is already a royal warrant holder.

A spokeswoman from the Lord Chamberlain’s Office, the office responsible for providing guidelines on the use of the Royal Arms, confirmed that they had been approached by the brand “out of courtesy” for approval of the product, which has been granted.

It is understood that P&G has already instructed one of its rostered agencies to carry out the design work. These include Landor, Swag Design and Webb Scarlett deVlam. The latter agency created a new bottle design for Fairy in 2008.

Fairy Liquid currently uses a royal warrant from HM The Queen - Master of the Household, and is therefore allowed to use the Queen’s coat of arms on Fairy Liquid.

The Lord Chamberlain’s Office also confirmed that guidelines had been ’relaxed’ around the royal wedding and only holders of the Royal Warrant could use the Queen’s Coat of Arms on non-permanent products, such as washing-up liquid.

To celebrate the brand’s 50th anniversary in 2010, P&G reintroduced a limited edition of its iconic white bottle.

According to the Lord Chamberlain’s Office, they are currently receiving more than 15 requests each day for royal wedding commemorative branding.

Procter & Gamble was unavailable for comment on the launch at the time of going to press.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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