Direct > Use of Media

SNEAKY PEEK

CRAIK JONES WATSON MITCHELL VOELKEL, London / UNILEVER / 2005

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Overview

Credits

Overview

BriefExplanation

Surf is a well known brand of soap powder. With a new look and feel about to be launched we wanted to make sure current users didn't miss it once it hit the shelves. We also wanted to remind them how good all three fragrances were, with scratch and snif.

CampaignDescription

See new Surf before anyone else. But how? Give existing users new pack fronts to cut out and put over their old boxes. That way they can see how it will look before anybody else and be able to recognise it in store.

Outcome

The response was brilliant, coupon redemption was a massive 20.1% and an increase in sales meant the new launch was a huge success.

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