Surf (detergent)
| Owner |
Sun Products (U.S.) Unilever PH (Philippines) |
|---|---|
| Introduced | 1959 (United States), 1990 (Philippines) |
Surf is a brand of laundry detergent made by Unilever and sold in Philippines, India, Ireland, South Africa and many other countries. In the United States, the Surf product line is owned by Sun Products. The brand Omo was used when it was introduced in Australia and New Zealand.
In Australia and South Africa, both Surf and Omo are sold and they are top-selling laundry detergents in Australia.
Surf was introduced in 1959 after Rinso, which had been Lever's best selling detergent brand, had declined in sales and market share. Formulations of the detergent and the market segment targeted vary by region; in some countries Unilever also markets Persil detergent (but in others Persil is a Henkel brand).
Unilever markets detergent products internationally and uses individual sub-brands to segment those markets. This tactic is also employed by Procter & Gamble, Unilever's main competitor.
The company has several key detergent brands. Their premium brand in most markets is "Omo" (launched in 1952 in the Netherlands, in other countries in 1954). Surf is usually its secondary brand.
In the United Kingdom, Ireland and New Zealand, Unilever has rights to the Persil brand, and uses it to market their premium detergent products. The Omo brand is no longer sold in the United Kingdom.
In Cyprus, Greece, France, Portugal, South Africa, Spain, Argentina and Uruguay, Unilever's premium product is "Skip". In Cyprus, Greece, France and South Africa Omo is used as a secondary brand. In the French market, Unilever also has rights to the Persil brand and uses it to market a range of sensitive and natural detergents.
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