Surf: Driving Surf Antibac relevance during the pandemic

Loren Saguil

Laundry detergent brand Surf used innovative AI-enabled technology to reach its target audience and boost sales of its new affordable antibacterial variant in the Philippines.

Campaign details

Brand: SurfBrand owner: Unilever PhilippinesLead agency: Mindshare PhilippinesContributing agency: SilverpushMarket: PhilippinesSector: Laundry productsMedia channels: Programmatic display, Social media, Webistes & micrositesBudget: Up to 500k

Executive summary

The COVID-19 pandemic has made everyone more hygienic and conscious not just of personal sanitation, but also practically anything one can disinfect. However, in laundry, antibacterial is a benefit that was offered only by mostly premium laundry brands in the Philippines, making it unaffordable by most consumers who also needed the benefit.

Laundry detergent brand Surf, being...

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