Surf: Adding value to a value 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. Understanding value consumers helped create a new dimension in the value segment, attracting profitable loyalists and replacing these toxic ‘promotion-seeking’ consumers. The ‘Gorgeous laundry for less’ campaign was launched in 2007, aimed at advertising Surf as a product that could bring delight to a customer’s everyday laundry activity, taking her on a sensorial journey with its fragrance. As a result, Surf became the UK’s fastest growing FMCG brand, generating £43.5m in revenue, a payback of £3.82 per £1 spent.