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What is Surf Excel: Impact of Ad Exposure on Branding about?

Surf Excel was launched in 1959 and was initially positioned as a powder that "washes whitest". It faced market stagnation and declining prices before being repositioned in 2005 as a premium detergent. Through innovative advertisements portraying a caring image and addressing social issues, Surf Excel established strong brand equity and top of mind recall. Its "Dirt is good" campaign emotionally appealed to consumers by linking dirt with play, experience and learning. Surf Excel became synonymous with washi

Author

Priti Vaidya

Language

EN