Surf has launched its leading laundry fragrances into the household cleaning category for the first time, with a bold new trio of concentrated multi-purpose disinfectant cleaning products. Surf’s powerful household cleaning range will extend its popular fragrances beyond laundry and into the rest of the home – answering the demand for effective germ-kill and long-lasting fragrances in the category.
The brand is bringing its distinctive and much-loved laundry fragrances into the cleaning category with Passion Bloom, Coconut Bliss, and Tropical Lily. Shoppers will now be able to match their favourite Surf fragrances and unify the whole home with fresh scents derived from natural essential oils. The trio of multipurpose cleaners not only deliver Surf’s odour busting scents fans know and love, they also kill 99.9% of bacteria and viruses and can be used on many surfaces around the home. Surf disinfectants also offer strong value to shoppers as they are concentrated and make approximately 10 litres of product per bottle, once diluted.
To support the launch, ASDA and Surf are investing in a standout ATL shopper campaign to encourage trial of the new range. From 1st September, the new eye-catching merchandising stands will sit alongside in-store promotions and sampling. What’s more, Surf is investing over £2M into its overall Masterbrand campaign this year across radio, OOH, and social media.
Nadine Slyper, marketing director, laundry, Unilever, said: “We know there is a significant opportunity for a concentrated, multipurpose cleaning product that is not only effective at cleaning and disinfecting multiple surfaces, but also has much-loved and long-lasting fragrance. As the UK’s leading fragrance laundry brand, there is a huge opportunity to bring our expertise to the multipurpose cleaning category with this trio of new products. By expanding the Surf brand into a new category, we want to encourage trade up in-store and increase basket spend as shoppers look to incorporate our much-loved Surf scents into other parts of their homes.”
The new bottles are 100% recyclable and made from recycled materials, helping to reduce Surf’s impact on the environment. This forms part of Unilever’s wider global packaging commitment, which includes halving the company’s use of virgin plastic by reducing its absolute use of plastic packaging by more than 100,000 tonnes by 2025.
Surf Concentrated multipurpose Disinfectant is available in Tropical Lily, Coconut Bliss and Passion Bloom scents, exclusively at Asda now, with a further roll out in grocery in November.
RRP of £2.50 per unit (240ml).