Surf gets a bold new look in MullenLowe’s debut campaign for the Unilever-owned brand as it repositions itself for a more contemporary feel, embracing the power of scent.
Part of a major reappraisal strategy for the laundry detergent, the campaign is the culmination of a major investment in the brand as Unilever repositions it to appeal to different generations.
The 20-second TV spot – ‘Smells That Good’ – shows a man wearing a bright pink turtleneck jumper, conveniently matching Surf’s bright new branding. He then keeps the collar of his jumper up over his nose so he can smell it all day, regardless of how strange he looks.
The campaign is running across out-of-home and social as well as TV.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
MullenLowe UK global creative director Eduardo Salles said: “Surf came to us with a brief to reinject energy into a brand that, despite its enormous scale, needed some new excitement.”
“We had to make something that had fun at its core, attracting new audiences, while reinforcing its unmatchable fragrances.”
MullenLowe and Surf began working together in May of this year as part of a long-term partnership to stand out in the crowded fmcg category. The wider campaign includes further plans for ‘vibrant and joyous’ creative work and product launches.
The media agency behind the campaign was Mindshare.
