Procter & Gamble is to revamp its Bold detergent range with new fragrances and updated packaging in a multi-million pound effort to match Lever Fabergé’s own attempts to add excitement to the category by relaunching its detergents.
P&G aims to reinvigorate Bold in its major European markets, and will support the relaunch with a campaign devised by Grey London.
The move comes at a time when Lever Fabergé is relaunching its own detergents, Persil and Surf. Industry sources say Persil will be given new packaging and a stronger focus on the “fizzing” formulation, which was launched last year.
Meanwhile, the budget Surf brand will be moved upmarket with new packaging and new fragrances, including Sunshine, Breeze and Spring (MW February 5). A forthcoming campaign from recently appointed agency Bartle Bogle Hegarty will support the changes.
Industry sources say P&G will overhaul Bold’s packaging to make it more fashionable. The existing variants – Hawaii Fresh, Active Fresh and Aqua – will be replaced with fragrances called Ocean Clear, Summer Breeze and Forest Rain.