Lever Fabergé is extending its Sure deodorant into a new category, with the launch of a sub-brand, Crystal – a deodorant, which uses a secret formula designed to leave dark clothes completely unmarked.
An industry insider says: “Lever Fabergé claims that Crystal uses a new formula that does not stain clothes. Most existing deodorants leave a mark on dark clothes, but Crystal does not, so we are expecting it to be a big retail success.”
Crystal will be launched next year and will be supported by a &£6m advertising and marketing campaign. Lowe handles the advertising for Sure.
The recommended retail price of Crystal will be &£2.69 for a 250ml bottle and &£1.89 for a 150ml bottle – the same as the existing Sure brands.
The launch of Crystal is part of a multi-million marketing blitz planned for next year, which will attempt to flood the toiletries market with the company’s power brands (MW November 7).
Earlier this year, parent company Unilever appointed its European brand development director for laundry, Sebastian Lazell, to the new position of global brand director for Sure (MW October 11, 2001). The move was part of Unilever’s strategy to sharpen its focus on individual brands.