Surf : Going from Good to Great
Easing Women's Lives by making Laundry Simple and Easy
Since its launch in Sri Lanka in 1993 Surf Excel has taken its place in USL's galaxy of star brands, delivering consistent growth, value addition, profitability and market share. Which might beg the question, why did this 'teenage sensation' need to be relaunched in the first place?
The answer is simple. No Unilever brand has ever rested on its laurels – our products are ever improving and our knowledge of our consumers is ever deepening, thus our targets for our brands grow ever more ambitious and focused. This was true for Surf Excel too as we recognised that the brand had further potential, and all we needed to do was release it.
Our research told us women in Sri Lanka found laundry to be a tough and tedious chore that they were forced to endure. In order to either compensate for the inadequacies of their current laundry powder, or because they believed it was the only way to bring about the desired result, women were using a combination of different products alongside their laundry powder, including laundry soap, blue and lemon. They were also adding several steps to the process as soaking and scrubbing stained areas with a brush were also part of their daily laundry regime.
To convert more mass market powder users to Surf Excel by giving them the proof they needed to trust in the promise that Surf Excel would make their laundry process simple and easy; delivering more than any other laundry brand, cancelling out the need for other products and giving them the best result for their money.