This February Unilever UK will target the growing £153m capsules market (Source: IRI data 52 w/e 3rd October 2009) by introducing capsules to its core Surf range.
Building on the success of Surf Twilight Sensations capsules, the new capsules will offer shoppers great fragrance delivery and a convenient format, all at a value price. The launch will be supported by a £6m marketing support campaign.
Of the launch, Caroline Monzani, Surf Brand Manager, said: “Surf is exceeding our expectations and has enjoyed huge growth of 38% over the last year (Source: IRI data 52 w/e 3rd October 2009).
“Our consumers trust Surf to provide a reliable clean with the additional great fragrance benefit that is offered from the brand’s fragrance credentials.
“With the convenient capsule format growing in popularity (Source: IRI data 52 w/3 3rd October 2009), there is a real place for capsules within value laundry brands, as they offer the simplicity of a pre-measured dose.
“The Surf capsule range will be popular with shoppers looking for an effective clean and gorgeous fragrances and we’re confident the format will grow the category.”
The new Surf 20-pack capsules are available across the core Surf range – Surf Tropical Flowers & Ylang Ylang, Surf Sunshine Lemon & Bergamot and Surf Lavender & Oriental Blossom.
The packaging is colourful and lively, to complement the existing Surf range, and features pink, yellow and purple artwork to evoke the promise of great fragrance and make an impact on shelf.
The marketing support campaign will feature TV, on air from May, outdoor, scented press, direct-mail and in-store support, with the key activation in May 2010.
Source: Unilever
