Laundry detergent brand launches rebrand
LAUNDRY detergent brand Surf has relaunched its liquid and capsule detergents with a new range of “joy infused” fragrances.
Made using essential oils that Surf claims to be “mood boosting”, the new fragrances aim to deliver a “joy-infused” fragrance from the moment the pack is opened, through the washing and drying period and then for up to 12 hours whilst the clothes are being worn, says parent company Unilever.
The new Surf Joy-Infused Capsule Detergents have rolled out to Tesco, Asda and Sainsbury’s stores now and will be available across all grocery and convenience channels from mid-September. The Liquid Detergents will be available in grocery and convenience from September as well.
Unilever reckons the new range will match with what consumer come to expect from the laundry detergent category in stores now, as Kantar WorldPanel data stated that consumers are seeking more from traditional laundry benefits beyond fragrance and care and are, instead, seeking those that can help to boost their moods.
A spokesperson for Surf said: “Surf is adding joy into mundane daily tasks by supporting the relaunch with a £7million media value above-the-line campaign launching in September across the UK.
“The campaign will focus on a ‘social-first’ approach to resonate and engage with consumers in a new and joyful way for the Surf brand.”
The full range of Surf Joy-Infused includes:
Surf Joy-Infused Capsule Detergents:
• 259.5g Tropical Lily, Passion Bloom, Coconut Bliss, Deep Sea, Peony & Rose – £3.50
• 449.8g Tropical Lily, Passion Bloom, Peony & Rose – £6.50
• 501.7g Tropical Lily, Passion Bloom – £5.50
• 622.8g Tropical Lily, Deep Sea – £8
• 830.4g Tropical Lily, Passion Bloom, Deep Sea – £8.50
• 882.3g Tropical Lily, Passion Bloom, Deep Sea – £10.50
Surf Joy-Infused Liquid Detergents
• 648ml Tropical Lily Passion Bloom, Coconut Bliss, Deep Sea, Peony & Rose – £3.50
• 945ml Tropical Lily, Passion Bloom – £5
• 1188ml Tropical Lily, Deep Sea, Passion Bloom – £5
• 1620ml Tropical Lily, Deep Sea – £8
• 2700ml Tropical Lily, Passion Bloom – £10.50
