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
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...