Surf: Kada spin, sure win (win for every spin)

Surf, a laundry detergent brand, launched a promotional campaign, offering better value through instant rewards to increase penetration in Filipino households, achieve 1.3m redemptions, and gather its own unique data that will help to target consumers better.

Campaign details

Agency: Mindshare PhilippinesRegion: APAC

Strategy

Objective

With competition in both detergents and fabric conditioners remaining and getting more aggressive, Surf struggles to disrupt and drive value in the laundry category. Inflation even aggravated the situation, thus resulting in Surf increasing its SRP from Php 5.50 to Php 6 (USD 0.1), where the 0.50 cent increase is a big thing for its low-income consumers. On the other hand, the brand's competitors maintained its SRP of Php 5. Although the price of Surf is not far from the price of its competitors, this still poses a challenge...

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