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.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83