Surf - Surf's Up! Or how likeable advertising in the laundry category washed up dazzling results

How Surf was turned around in 5 years. In 1994, Surf had a 2% share of the detergent market, was loss-making, and had been de-listed by Sainsbury's.
Agency: Lowe LintasAuthors: Judy Stephenson

Surf: Surf's Up! Or How Likeable Advertising in the Laundry Category washed Up Dazzling Results

INTRODUCTION

Many of us have worked with brands for which the end seems to have finally arrived. In late 1993 Surf was one of those brands. Then Sainsburys delisted it. Yet Surf is now one of Unilevers 'power brands.' It has been the fastest growing detergent brand in the last 5 years (according to a 2000 survey in Marketing Magazine). It now has a 7.6% volume share of fabric detergents in the UK (Source: TN...

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