Surf turns the task of laundry from a chore to an enjoyable and fun
experience. Freshness that lasts and lasts. Fragrances that leave clothes
smelling amazing. At a price that doesn’t hit you in the pocket. It’s this
combination that has made Surf laundry detergent a big favourite all around
the world. And what a journey of innovation and development it’s been!
Surf detergent history
In the history of washing powder, Surf has been riding the wave of success
since it was first introduced in England in 1952. Surf proudly takes its
place among the world’s leading household detergent brands: in the UK
market, Surf is the no.1 powder and fragrance brand and in the top 5 brands
in terms of sales in a number of major territories across Africa, Asia,
Europe, and Latin America.
Back in 1952 in the UK, only 1% of the population owned a washing machine,
so doing laundry was a real chore. Surf introduced a powder that stood
apart from old laundry detergent brands by combining something truly unique
– the ability to get clothes sparkling clean and bright white, without the
addition of a specialist whitening agent. This method of washing powder
making, and pioneering precision was as revolutionary then as the
introduction of revolutionary enzymes for lower temperature/mixed colour
wash loads in 1986 and detergent capsules were in the 1990s.
Surf laundry highlights
Throughout the history of laundry detergent, Surf has always been an
innovator. In 1953 Surf ran its first advertising campaign and began to
place itself as the leading washing powder brand. By the 1960s Surf laundry
powder was fully established as a high performance brand.
: ‘Square Deal Surf’ became known as the go-to laundry powder, offering not
only great cleaning but also great value for money. Throughout the next
decade Surf laundry powder evolved, and in the 1970s Surf Automatic was
launched, specially formulated for front loaded washing machines.
: The revolution continued in the 1980s when another pioneering formula was
launched in 1986 – enzymes in detergent that meant great results for colour
washes and lower temperature cycles.
: Celebrating 50 years of excellence, Surf created and launched the hugely
successful ’99 stains’ formula in 2002 – promising to remove 99 of the most
common stains or your money back.
The year 2007 saw Surf laundry detergent build on its already well-loved
fragrances by adding essential oils. This captured the growing trend of
aromatherapy, and the new blends conjured up associations with nature and
Surf started off in the 1950s and ‘60s as the leading washing powder making
brand, and over the years has continued its journey of innovation and
excellence. While Surf’s washing powder continues to shine, today is also
about continued high performance and great value in the form of wonderfully
fragranced liquid detergent and capsules.
Doing laundry with Surf is not a chore, it’s a pleasure. Every wash
produces a freshness that lasts and lasts, just like Surf itself.
 Kantar Worldpanel 52 w/e 21st April 2019