Lever brings Sun back to the UK

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.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here