Surf plans integrated drive to push up Twilight sales

Unilever is launching an integrated campaign to encourage trial purchase and increase penetration of its Surf Twilight Sensations laundry detergent range.

Out of the shadows: Integrated campaign includes promotions with Reveal and Best magazines
Out of the shadows: Integrated campaign includes promotions with Reveal and Best magazines

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

The range was inspired by fine fragrances and debuted in September under the strapline “Lose yourself in Twilight Sensations”. A television campaign, created by Bartle Bogle Hegarty, was used for the initial launch. It focused on 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 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 in line with the campaign.

Surf brand manager Caroline Monzani says: “This is Surf’s biggest launch to date with six new variants, and it is therefore essential that we use below-theline channels to encourage trial and enable consumers to experience these new fragrances.”

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