Magazine article Marketing

Surf Expands Line amid Redesign of Packaging

Magazine article Marketing

Surf Expands Line amid Redesign of Packaging

Article excerpt

Unilever is expanding its Surf range and supporting a revamp of the brand's packaging with a [pound]5m TV ad campaign with the strapline, 'Fresher for longer'.

New products in the range include capsules, a double layer tablet and a fragrance called Cotton Fresh. The products hit store shelves this week.

The redesign, by Vibrandt, dispenses with the red keyline that surrounded the logo, and features bubbles in the background.

Surf brand manager Shahla Rushworth said the redesign aims to complement the expansion of the range and build on the brand's recent growth. "We don't want to stand still," she said. "We want to move the brand on with a more modern, dynamic look."

Rushworth added that the redesign tested well among both core and competitor customers. The Surf consumer, she said, "is pretty ad-savvy and they don't like to be patronised. They have pride in the results of their laundry and aren't obsessed with the actual process. …

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