Surf has introduced a new campaign, works of MullenLowe, to reposition the brand as a contemporary feel. It has embraced the power of scent with ‘Smells That Good’ TV ad spot.
This highlights Unilever’s major reappraisal strategy for Surf laundry detergent to appeal to different generations.
‘Smells That Good’ spotlights a man wearing a bright pink turtleneck jumper, which matches Surf’s bright new branding. He keeps the collar of his jumper up over his nose to smell it every day, regardless of how strange he looks.
Eduardo Salles, MullenLowe UK Global Creative Director, said Surf showed the agency a brief to reinject energy into the brand that despite its enormous scale, needed some new excitement. “We had to make something that had fun at its core, attracting new audiences, while reinforcing its unmatchable fragrances.”
‘Smells That Good’ is a bold new direction for Surf.
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