Surf - Adding value to a value brand: how Surf went from the bottom of the laundry basket to the UK's fastest growing FMCG brand

In 2006, for the third consecutive year, Surf was losing volume and value share. It was perceived as cheap, limiting its appeal to promotion seekers who buy on price.

Surf - Adding value to a value brand: how Surf went from the bottom of the laundry basket to the UK's fastest growing FMCG brand

Principal Authors: Paula Vampre and Tass Tsitsopoulos – BBH

Contributing Authors: David Hartley and Albeta Svorligkou – Data2Decisions; Suzy Jordan – Mindshare

EDITOR'S SUMMARY

This paper illustrates an interesting marketing conundrum – how to put the value back into a value brand. Surf was a value brand that was seen as cheaper than it actually was. Advertising was needed to inject a new level of quality back into the brand, in order that its value...

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