Unilever pushes Surf Twilight Sensations with integrated campaign

Unilever has launched its biggest-ever integrated campaign to drive trial and penetration of its Surf Twilight Sensations laundry detergent range with direct mail.

The campaign, created by integrated agency Billington Cartmell includes direct mail, digital and a media partnership with National Magazine Company weekly women’s titles Reveal and Best.

The range, inspired by fine fragrances launched in September under the strapline “Lose yourself in Twilight Sensations” with television adverts developed by Bartle Bogle Hegarty using visuals created by shadow puppeteers.

The integrated campaign builds on the “magical and mysterious” theme.

Money-off coupons and scented samples will be sent to 500,000 consumers and live sampling activity will take place in the Lakeside shopping centre.

The NatMags partnership will see the first-ever foldout gatefold advert in Reveal magazine with promotions offering readers a chance to win spa days, makeovers and tickets to The British Soap Awards.

Billington Cartmell has also redeveloped Surf’s website to reflect the campaign.

Caroline Monzani, Surf brand manager says: “This is Surf’s biggest ever launch with 6 new SKUs and it’s therefore essential that we used the below the line channels to drive trial and enable consumers to experience these new fragrances.”

Latest from Marketing Week


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


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.


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.


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