Surf School of Shine

Surf, a laundry detergent brand, connected with 2.4 million women in South Africa as a result of its digital first campaign, promoting career confidence in women.

Campaign details

Brand: SurfLead Agency: Digitas LiquoriceRegion: EMEA

Strategy

Objective

The laundry detergent you buy often varies depending on price, so any loyalty to a specific brand we can encourage should grow and maintain brand share. Unilever and Surf's global consumer research shows that an effective CSI campaign, closely linked to the brand's 'reason for being', will increase consumer loyalty and increase sales.

Surf has always stood for 'Confidence' – 'The Confidence to Shine Brightly in your clothes'. Surf's CSI campaign develops the area of 'Confidence' further to participate in the space of 'Career Confidence...

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