Surf: Fabcon

Surf Fabcon, a fabric conditioner, launched a campaign in the Philippines to make its product more accessible and increase its market share.

Campaign details

Brand: SurfBrand owner: Unilever PhilippinesLead agency: Mindshare PhilippinesContributing agency: InMobiCountry: PhilippinesIndustries: Laundry productsMedia channels: Mobile & apps, Programmatic displayBudget: Up to 500k

Executive summary

Despite being a known brand in fabric conditioners, Surf Fabcon continue to be a far second to a Goliath brand like P&G's Downy. With a competition this big, Surf continues to innovate with new product innovations, communications, and executions over the years in order to differentiate itself from the former.

Recognizing the increased mobile consumption and growth in online...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands