If you have visited Lisbon, you have probably crossed the expansive Vasco da Gama Bridge that connects the south bank of the Tagus River and the areas of Montijo and Alcochete to the capital. However, this bridge is a world record breaker, not so much for its size, but for a much-loved household cleaning product and some very imaginative marketing.
Named after one of Portugal’s most renowned explorers, Vasco da Gama (1469–1524), the bridge was constructed over three years, starting in 1995, and it opened to traffic on 29 March 1998. Its opening ceremony was just in time for the World’s Fair Expo 98, celebrating the 500th anniversary of the discoveries made by Vasco da Gama during his sea route from Europe to India.
Locally known as Ponte Vasco da Gama, the bridge was built to ease traffic congestion, which was frequent on Lisbon’s much older 25th de Abril Bridge. The cable-styled structure, flanked by viaducts, is an imposing sight as you enter the suburbs of Lisbon on its eastward side. Spanning a staggering length of 17.2 km, it is the second-longest bridge in Europe, after the Crimean Bridge, and the longest of its kind in the European Union.
To mark its opening, a typical Portuguese lunch of feijoada (bean stew) was served on the bridge, catering for a whopping 15,000 people, and what better way to clean up and advertise this historic event? The use of the household cleaning product loved by many worldwide: Fairy washing-up liquid.
The brand, which sponsored the opening ceremony, obviously saw a unique marketing goldmine by creating an advert from the event where almost 15,000 plates were washed up after the typical lunch, using only one litre of Fairy liquid, proving the brand’s slogan“a little goes a long way” is true. The whole event was a clever publicity stunt, not only to promote the opening of the Vasco da Gama Bridge, but also to advertise Fairy Liquid – the popular brand which is part of the Procter & Gamble group. Today, some 27 years after the opening of the bridge, the former Fairy advert is arguably one of Portugal’s most memorable TV moments.To top it all, the event even won a place in the Guinness Book of World Records for nearly 15,000 dishes washed using just one litre of the product.
If you happen to cross over the Vasco da Gama Bridge, just take a moment to contemplate not only the impressive feat of Portuguese engineering, but also the expanse that the bridge’s namesake explored over six centuries ago. Although for the most part, I’m sure it’ll be the Fairy Liquid ad that’ll be springing to mind for many.
Did you know? Fairy Liquid originated in Britain in 1898. Today, the company sells its product all around the world.
