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| Sunday, 13 October 2002 |
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Business |  |
| News Business Features Editorial
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Marketing campaign with a difference A marketing campaign with a difference was launched recently by Unilever Ceylon Ltd. to popularise the washing powder brand, Surf Excel. "We launched the campaign to create awareness on the product as we think that seeing is believing," said Unilever Marketing Manager Surith Perera. "We also felt that penetration of Surf Excel and washing-machines in the local market are low. According to a survey, only seven per cent of Sri Lankans use washing-machines". The campaign is a mobile washing service where the company offers to wash clothes free of charge at the would-be customer's doorstep using Surf Excel washing powder. There are live demonstrations of how best to use the washing powder, free sampling, and selling the product at concessionary rates. He said that Surf Excel is recommended for top loading washing machines while Surf Excel Matic is for front loaders. "To add value to the campaign, we collect and wash old clothes and donate them to needy homes. We mostly visit housing schemes and flats and have already visited 60 locations in and around Colombo while Kurunegala, Puttalam and Anuradhapura are also on the cards. While mums get the washing done, we entertain the kids with various activities," he added. A branded truck fitted with three Singer washing-machines, water dispensing units and generators, together with water bowsers are used for this campaign. "With Surf Excel, even the toughest stains and dirt can be removed without harming the fabric. The special speckles in the powder ensure that clothes are being cleaned even while they are put out to dry," said Perera. |
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