Background

Surf Fabcon is one of the key players in the fabric conditioner space in the Philippines. However, it places as a far second to another brand which takes up 70% of the market. With such a huge gap, Surf Fabcon needs to find spaces where it can differentiate itself and stand out. With downfalls seen since lockdowns happened, this was the situation for Surf to recover, since its products are considered as non-essential amidst the pandemic. Thus, it was key to strategize ways to communicate its relevance in the situation. The goal then is to drive relevance and raise awareness about the necessity of Surf Fabcon’s Charcoal Fresh variant during the rainy season. Surf aims to promote itself as one of the best tools to keep the “kulob” (“musty”) smell at bay, via a chatbot assistant that forecasts weather, shares helpful laundry tips, and provides consumable incentives.