In something of a contrast to its well-groomed stablemate above, Procter & Gamble’s Fairy brand seems a bit less assured of how to project its sponsorship of the Olympics.

Here on one shelf we have several levels of enthusiasm, from ‘what Olympics?’ to a special edition Gold product with the trademark walking baby replaced by a running athlete. Slightly confusingly the product is actually a gold version of a product called Platinum.

Somewhere in the middle is a variant which promises to be ‘behind you all the way’. Nice to know, but perhaps a bit more team spirit would be even better.