Authors: Paula Vampre, Tass Tsitsopoulos, BBH
Contributing authors: David Hartley, Albeta Svorligkou, Data2Decisions; Suzy Jordan, Mindshare
Credited companies: Creative agency: BBH; media agency: Mindshare
Media used: Ambient, magazines, outdoor/poster, sponsorship, TV
IN A NUTSHELL
Through taking the customer on a sensorial journey with Surf's fragrance, the 'Gorgeous laundry for less' campaign resulted in Surf becoming the UK's fastest-growing FMCG brand, generating a payback of £3.82 per £1 spent.
In 2006, for the third consecutive year, Surf was losing volume and value share.
It was perceived as cheap, limiting its appeal to promotion seekers who buy on price. Understanding value consumers helped create a new dimension in the value segment, attracting profitable loyalists and replacing these toxic "promotion-seeking" consumers. The "Gorgeous laundry for less" campaign was launched in 2007, aimed at advertising Surf as a product that could bring delight to a customer's everyday laundry activity, taking them on a sensorial journey with its fragrance. As a result, Surf became the UK's fastest-growing FMCG brand, generating £43.5 million in revenue, a payback of £3.82 per £1 spent.
This Surf entry was particularly impressive as it proved that, with the correct insight and strategy, older brands can still fight off competitors and increase their market share.
Steve Sharp, executive director of marketing, Marks & Spencer.