Surf has relaunched its liquid and capsule detergents with new and improved ‘joy infused’ fragrances, made with essential oils that are designed to be mood boosting, and new ‘sensorial’ pack designs.
While a number of other detergents focus on fragrance during the washing process, Surf says its new range delivers ‘joy infused’ fragrance from the moment the bottle is opened, to the opening of the washing machine, the drying process, and for up to 12 hours whilst clothes are being worn.
The new capsules come in recyclable cardboard packaging to align with the Surf’s commitment to tackle plastic waste as part of Unilever’s Clean Future Strategy.
Surf is supporting the relaunch with a £7m marketing campaign that will focus on a social-first approach to resonate and engage with consumers in “a new and joyful way” for the brand.
The liquid detergents are available now and the capsules roll out in the convenience channel from mid-September.
