Surf has raised the stakes in fragranced laundry products with a new range that looks premium - but still retains the brand's value credentials.
Twilight Sensations, which hits shelves next week, comes in jasmine & black gardenia and vanilla & black orchid variants in three formats: powder (rsp: £4.99), concentrated liquid (rsp: £2.87) and, in a brand first, capsules (rsp: £2.79).
Created in collaboration with Swiss perfume house Firmenich, the black-liveried range would appeal to Surf's target audience of women, said brand owner Unilever.
The launch comes just a month after Procter & Gamble added new fragranced SKUs to its Bold and Daz ranges. But Unilever brand-building manager Caroline Monzani insisted there was plenty of room for new entrants.
"Over the last year, the market share of Surf has increased from 5.4% to 7.5% and sales are soaring," she said. "This is not just another fragranced laundry product. Combining mysterious fragrances such as black orchid with more familiar scents makes this range a really different concept and we expect its share of shelf space to grow."
A £4m marketing campaign will kick off in September to support the launch. It will include a fairy tale-inspired TV advert to communicate the "mystery of the twilight hour", backed by the song Hushabye Mountain from Chitty Chitty Bang Bang.
Later in the year, Surf plans to link up with an as-yet-unnamed high-street clothing retailer to decorate the walls of fitting rooms with Twilight Sensations-sponsored banners.
Sales of Surf have grown 41% to £76m over the past year, according to IRI.
Twilight Sensations, which hits shelves next week, comes in jasmine & black gardenia and vanilla & black orchid variants in three formats: powder (rsp: £4.99), concentrated liquid (rsp: £2.87) and, in a brand first, capsules (rsp: £2.79).
Created in collaboration with Swiss perfume house Firmenich, the black-liveried range would appeal to Surf's target audience of women, said brand owner Unilever.
The launch comes just a month after Procter & Gamble added new fragranced SKUs to its Bold and Daz ranges. But Unilever brand-building manager Caroline Monzani insisted there was plenty of room for new entrants.
"Over the last year, the market share of Surf has increased from 5.4% to 7.5% and sales are soaring," she said. "This is not just another fragranced laundry product. Combining mysterious fragrances such as black orchid with more familiar scents makes this range a really different concept and we expect its share of shelf space to grow."
A £4m marketing campaign will kick off in September to support the launch. It will include a fairy tale-inspired TV advert to communicate the "mystery of the twilight hour", backed by the song Hushabye Mountain from Chitty Chitty Bang Bang.
Later in the year, Surf plans to link up with an as-yet-unnamed high-street clothing retailer to decorate the walls of fitting rooms with Twilight Sensations-sponsored banners.
Sales of Surf have grown 41% to £76m over the past year, according to IRI.
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