Surf (detergent)
From Wikipedia, the free encyclopedia
Surf is the name of a brand of laundry detergent made by Unilever and sold in the United Kingdom, the United States, Ireland, South Africa and many other countries. Surf was introduced in 1959 after Rinso (the brand before it) failed[clarification needed]. Formulations of the detergent and the market segment targeted vary by region; in some countries Unilever also markets Persil detergent (but in others Persil is a Henkel brand).
[edit] Marketing
Unilever markets detergent products internationally and uses individual sub-brands to segment those markets. This tactic is also employed by Proctor & Gamble, Unilever's main competitor.
The company has several key detergent brands. Their premium brand in most markets is Omo (launched in 1954).[1] Surf is usually its secondary brand.
In the United Kingdom, Ireland and New Zealand, Unilever has rights to the Persil brand, and uses it to market their premium detergent products. The Omo brand is no longer sold in the United Kingdom.
In France and South Africa, Unilever's premium product is "Skip", while Omo is used as a secondary brand. In the French market, Unilever also has rights to the Persil brand and uses it to market a range of sensitive and natural detergents.
In the United States, Unilever's premium brand is "All", with Surf as a secondary brand, while in Canada, Unilever's main detergent brand is "Sunlight". Claims to be better then other brands.
In Australia, Unilever markets Drive as a premium brand, Omo as a second tier brand, and Surf as a fighting brand.
