Very few things are as intimately connected to our emotions as smells… which is why some odours can quickly take us back to very specific memories, even many years later.

Knowing that, Surf, the UK’s no. 1 fragrance laundry detergent, is unveiling a full brand revamp, including new products with refreshed packaging and signature fragrances designed to last even longer. As more and more people value laundry products that also bring beauty and memorable fragrances to their everyday, Surf was uniquely positioned to become a contemporary brand that appealed to people of different generations.

Surf’s full brand repositioning called for a new signature…

‘Smells That Good’ takes Surf’s new uplifting fragrances to a new level, by bringing to life the unspoken truth that, when something smells so incredibly good, you can’t help but keep it close to your nose all day long – regardless of how weird it might look to everyone else.

The campaign launched on October 14th with TV, social, OOH, and print.