Branding news: Comfort embarks on £7m brand overhaul

Comfort, Unilever UK Home and Personal Care's fabric conditioner brand, is to be revamped, with a new logo and packaging by design agency Vibrandt.

Coloured caps and new fragrances will also be introduced.

A £7m campaign starting next month will support the relaunch. It will include TV activity created by Ogilvy & Mather based on a new theme, 'Soften things up'.

The overhaul follows hot on the heels of that of rival Procter & Gamble's Lenor, which relaunched last October backed by a six-month TV campaign (Marketing, 20 October 2004).

One- and two-litre variants were made available in slimmer bottles with new labelling and non-drip caps.

The Comfort range will be available in 750ml, one-litre and two-litre pack sizes. The ads will retain the cloth characters that were introduced in 2000. A new Clothworld character, a tough teenager called Stitcher, will be transformed in the ads into a big softie, illustrating the theme.

Radio and press ads, posters and an on-pack promotion will follow soon after.

According to Comfort brand manager Niki Macartney, conditioners have traditionally only been used occasionally in washes, so the overhaul was intended 'to encourage consumers to use conditioner in every wash'.

Comfort is the best-selling fabric conditioner in the UK, with sales totalling more than £100m in the year to October 2004, according to ACNielsen. Lenor came second with sales of more than £76m over the same period.

Earlier this year, Lenor launched a conditioner for use with bed linen (Marketing, 23 February). Lenor Sleep Sensations is being supported with a £4.6m ad campaign by Grey London.

Clean sweep, page 36.


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