The Brief

Despite multiple innovations for Surf in 2012, P&G managed to continuously gain share with the successful launch of Tide with Downy and a new Tier 3 player – Bonux. After two straight years of share decline, Surf reached its lowest ever powder share in 8 years at 23.7% powder value share. Though it was still the market leader, it needed to give its users a reason to buy Surf more often and stay loyal.

Describe how the promotion developed from concept to implementation

We found out that moms love to stay connected with their loved ones through text. By understanding how a simple text message can really brighten a mom’s day, we provided the perfect mobile incentive to mom’s with every pack of Surf. We used mobile as the channel to provide rewards to loyal consumers, with a free text for every Surf powder sachet. Surf pioneered a partnership with 2 key industry giants, Smart, #1 Telco company in the Philippines and Cebuana Lhullier, #1 Pawnshop in the country to mount the biggest laundry promotion in recent history.

Describe the success of the promotion with both client and consumer including some quantifiable results

Sales grew by 21% during promo period with 1.2M redemptions bringing Surf to its highest ever value share at 29.7% (+220 bps) in just 4 months and highest ever Surf 4-week penetration levels at 47.2 (+840 bps).

Explain why the method of promotion was most relevant to the product or service

Surf provided free 5 texts which was worth 5 pesos for every purchase of a 5 peso pack of Surf – providing 100% more value for every pack. Moms just had to bring empty packs of Surf to Cebuana Lhullier, the #1 Remittance Center of the country with over 2000 branches nationwide. The partnership ensured easy access for consumers to redeem in all major towns and cities. We ensured maximum awareness via launch level TV spots, radio and street marketing efforts. It was a first of its kind to provide such a high value premium for laundry, in every pack.