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.”