|Industry||Washing powders & Detergents|
|IPA Effectiveness Awards 2000|
Credits & Description
At 7% share Surf is the fastest growing UK detergent brand of the last 5 years. But in 1994 it had just 2% market share and had been de-listed by Sainsbury's. Its resurgence can be attributed to advertising that changed the fortunes of the brand because it made people like it. This case proves that it was enjoyable advertising rather than communication of better performance or value that made Surf one of Unilever's "power brands".