Lever Brothers is re-entering the dishwasher detergent market with the reintroduction of its Sun brand – which was axed in the UK four years ago – as Sun All-in-One.
The launch will be supported by a &£4.5m marketing campaign, including TV and press advertising through Lowe Lintas. The agency already handles Sun across Europe, as well as Lever Brothers’ Domestos, Surf and Jiff brands.
The Sun brand was first introduced to the UK in the Sixties, in a powder form and was available until the end of 1996. The new brand will be rolled out in the UK in October.
Sun All-in-One, which contains a twin-pack of liquid rinse aid and dishwashing tablets, will be available in two pack sizes – a 20-wash pack priced at &£4.29 and a 40-wash pack at &£7.99.
The brand is already available in other European markets, where the range includes dishwashing tablets, powder, and rinse-aid products.
A Lever Brothers spokesman says: “We are not yet planning to bring any of these variants to the UK.”
He adds: “The All-in-One is a convenient pack introduced for consumers who have to buy different products for dishwashing. It is now being reintroduced because we want to put all our forces behind major brands, and Sun is highly successful in mainland Europe.”