Surf Encourages You to Keep Its Scent Around You All Day, Regardless of How Bizarre It May Look

Integrated creative communications agency MullenLowe UK announces the launch of its first campaign for Surf, one of the UK’s leading laundry detergents and Unilever’s second largest brand in the category. The bold new direction is part of a major reappraisal strategy for Surf.

The campaign is the culmination of a big investment in the brand to expand its footprint in the UK and beyond, delivering significant product innovation and NPD launches, including new packaging and signature fragrances designed to last even longer.

Surf’s fragrant washing detergent is taken to a new level with a new campaign from MullenLowe UK.

Debuting the brand’s new signature, ‘Smells That Good’ brings to life the unspoken truth that when something smells so incredibly good, you can't help but keep it close to your nose all day long, regardless of how weird it might look to everyone else.

The campaign is launching on October 14th with TV, social, OOH, and print.

The relaunch helps to positions Surf as a contemporary option that appeals to people of different generations – consumers who, beyond cleaning, also value fragrance and beauty in their laundry products.

MullenLowe and Surf began working together in May this year, and the long-term partnership intended to boost Surf’s positioning in the category includes plans for even more vibrant and joyous creative work for upcoming product launches. 

Eduardo Salles, global creative director, MullenLowe UK 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, whilst reinforcing its unmatchable fragrances.”