Unilever launches first Web-based soap opera

Unilever’s Surf launches online soap opera Foam and Away to raise awareness among students

Unilever is launching its first interactive online soap opera under its Surf brand, called Foam & Away. The move marks the brand’s debut on the Net.

Foam & Away is designed to raise awareness of the brand among students across the UK, who will be invited to contribute to the storyline and take part in the filming. The first episode is due to be broadcast next week at www.surf.co.uk.

The move by Lever Bros brand Surf is a reminder of the days when soap manufacturers’ sponsorship of TV series coined the term soap opera.

The site was developed by Web design agency Wax New Media and is being overseen by Surf consumer brand manager Shahla Rushworth.

“The Net provides an ideal forum to communicate with a large group of potential consumers who will be choosing and using detergents for the first time,” says Rushworth.

“We aim to increase their awareness and encourage their loyalty by bringing the brand to life in a medium that is attractive and increasingly available to students,” she says.

Unilever will not reveal how much money it is putting behind Foam & Away, but on- and offline promotions will take place at major universities, including sponsored foam parties.

Unilever’s existing online ventures include Myhome, a laundry and cleaning service launched earlier this year using the Jif and Persil brands (MW March 16).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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