Fairy Platinum Cleans Up World Record

UAE celebrates launch of Fairy Platinum dishwashing liquid with new Guinness World Record for world's largest plastic bottle mosaic
Fairy has launched its newest dishwashing liquid in the UAE market with a successful Guinness World Record-breaking attempt 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 an impressive 75.9-square metre 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.”

'We were delighted to be the host location for this historic event and would like to thank Procter & Gamble, our valued customers and the Guinness World Record organisation for their support in making the event a resounding success,” added Salim M A, Director, Lulu Group International.

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. It has also rebalanced its surfactant system to increase post-cleaning shine, leaving less watermarks.

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