Surf launches two new variants

The launch is supported by a £3million media campaign which includes TV, sampling, outdoor and print advertising.

Marie Scoble, Laundry Category Manager at Unilever UK said: “Surf is growing massively at a rate of 23.8%Source (IRI Value Sales 52 w/e 14th June 2008) and an extra 1 million households are buying Surf this year, so it’s an exciting time for the brand.

“Research shows that the new variants out-performed consumer expectations. We know customers are looking for added benefits and connect fragrance with cleanliness. The fresh new scent of Surf, perceived to smell like line dried clothes, will tap into this trend and encourage consumers to trade up, adding value to the category.”

Consumers want more than just the cleaning benefits of washing detergents; they increasingly demand lasting fragrance and quality fabric appearance.

New Surf products respond to these trends by offering scents that are popular amongst consumers.

Surf Sunshine Lemons & Bergamot, available in powder, liquid and tablets, has been developed to communicate freshness and outdoor scents.

Bergamot oil is famous for its calming and refreshing properties and lemon oil gives laundry a fresh summer boost.

Surf Tropical Flowers & Ylang Ylang contains grapefruit oil, known to refresh & restore and ylang ylang oil for added fragrance.

New improved packaging across the range will have greater stand out on the shelf by reflecting the Mediterranean feel of the brand.

The full Surf with essential oils range includes:

Surf with essential oils sunshine lemons & bergamot
Surf with essential oils tropical flowers & ylang ylang
Surf with essential oils lavender and oriental blossom

RRPs:
30 wash powder: £4.99
10 wash powder: £1.99
24 wash tablets: £4.98
9 wash tablets: £2.98
20 wash Small & Mighty concentrated liquid: £2.98