Two major laundry brands are scrubbing up for spring with new look packaging and advertising.
Procter & Gamble is relaunching Bold 2in1 in a multi-million pound marketing programme covering new packaging, fabric conditioner variants, TV advertising and a
multi-media PoS campaign, while Lever Farbergé is giving its Surf brand a new image as part of a £12m support package.
Available from next month, the new Bold 2in1 packs play up the brand’s ‘best ever fabric conditioner’ claim and feature different colours for each of the new Ocean Clear, Summer Breeze and Woodland Rain fragrances. Consumers will be invited to smell the fragrances at the laundry fixture through shelf trays fitted with aroma devices.
The brand’s TV advertising coincides with the relaunch and carries the tagline ‘Bold 2in1, part of the fabric of life’.
Meanwhile, Lever Fabergé is bringing an unusual look to the laundry aisle with new pastel colours and strong designs for its Surf brand’s Sunshine, Breeze and Spring variants. The boxes also feature the brand’s ’99 stains’ guarantee, which is highlighted in advertising showing Keith Harris and Orville being flung into a vat of soup.
Other activity is set to include press and poster campaigns, door drops, sampling and instore activity
Shahla Rushworth, brand manager, said the new look enabled Surf to build a “unique identity” on a crowded fixture.
Mary Carmichael
Procter & Gamble is relaunching Bold 2in1 in a multi-million pound marketing programme covering new packaging, fabric conditioner variants, TV advertising and a
multi-media PoS campaign, while Lever Farbergé is giving its Surf brand a new image as part of a £12m support package.
Available from next month, the new Bold 2in1 packs play up the brand’s ‘best ever fabric conditioner’ claim and feature different colours for each of the new Ocean Clear, Summer Breeze and Woodland Rain fragrances. Consumers will be invited to smell the fragrances at the laundry fixture through shelf trays fitted with aroma devices.
The brand’s TV advertising coincides with the relaunch and carries the tagline ‘Bold 2in1, part of the fabric of life’.
Meanwhile, Lever Fabergé is bringing an unusual look to the laundry aisle with new pastel colours and strong designs for its Surf brand’s Sunshine, Breeze and Spring variants. The boxes also feature the brand’s ’99 stains’ guarantee, which is highlighted in advertising showing Keith Harris and Orville being flung into a vat of soup.
Other activity is set to include press and poster campaigns, door drops, sampling and instore activity
Shahla Rushworth, brand manager, said the new look enabled Surf to build a “unique identity” on a crowded fixture.
Mary Carmichael
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