Page 16AThe Battalion/Thursday, October 11,1984 Surf’s in $30 million campaign introduces soap United Press International DALLAS — Backed by a massive advertising campaign and the most extensive free sampling effort in his tory, Lever Bros, is introducing a new laundry detergent to compete with Tide, the popular product of Procter & Gamble Co. The marketing of Surf, the new detergent, was tested in Houston for six months and now is spreading outward to cover all of Texas and Oklahoma. Moving in deliberate steps. Lever Bros, soon will have the product available throughout the nation. As it enters the battlefield against Tide, the advertising campaign for Surf will outspend all other laundry detergents by a wide margin, Lever Bros. said. Concentrating on local television, Surf will be the No. 1 detergent ad vertised on prime time and on day time network programming, Lever Bros. said. Surf also will be heavily promoted in women’s magazines and in local newspapers. “On a national basis, we will spend up around $30 million a year for Surf,” said William Centner, group E roduct manager for Surf. “We will ave the highest percentage of sam pling any product has ever done. To my knowledge, nobody else has ever come close to it.” When the sampling campaign is complete, 80 percent of the house holds in the United States will re ceive a small sample package of Surf in the mail, he said. During its Houston test, Surf cap tured 13 percent of the detergent market. Lever Bros. said. Long-en trenched Tide — the leading seller in the detergent field — had about 21 percent of the market. Sales of American laundry deter gents now total about $2.8 billion a year, and the dollar figure has in crease more than 50 percent in the Surf will be the No. 1 de tergent advertised on prime time and on day time network program ming, Lever Bros. said. last five years. Lever Bros, said de tergent sales are expected to reach $3.5 billion by 1990. Lever Bros., an offshoot of a busi ness started in 1895, is owned by Unilever, a British-Dutch company that has more than 500 subsidiaries and annual sales of more than $25 billion. But for many years, Lever Bros, seemed sluggish in comparison to its chief competitor, Procter 8c Gamble. This sleepy image changed radically in 1980. Since then, Lever Bros, has launched several successful new products, such as Shield deodorant soap. Sunlight dishwashing liquid, Sunlight automatic dishwasher de tergent and Snuggle fabric softener. The company hopes to add Surf de tergent to its line of successful prod ucts. Centner was asked why Lever Bros, chose to introduce Surf, a new product, rather than upgrading its present laundry detergent, Rinso. “We have in Surf a very unique concent,” he replied. “It removes both dirt and odors. We felt the con cept was so strong that we didn’t want to recycle an existing product.” The target market also is differ ent, he said. Rinso, originally intro duced in 1919 as the first granulated laundry soap, is a mid- to low-price product. Lever Bros, positioned Surf as a premium brand, compet ing with Tide and Cheer. Advertising for Surf will concen trate heavily on its ability to remove odors. “The problem of removing odors has been growing in importance, ba sically with the rise in use of synthe tic fabrics,” Centner said. Lever Bros, said it found that existing laundry detergents no longer remove all unpleasant odors from clothes because the weave and finish of synthetic fabrics tended to trap odors more than cloth made of natural fibers. Rainfall level up in coast United Press International CORPUS CHRISTI —For the first time in months, significant amounts of rain have fallen on the Lake Corpus Christi water shed — raising its level 17 feet during the past three days, the National Weather Service re ported Wednesday. The city itself has received more than 3.5 inches of rain dur ing the past three days. However, thundershowers south of San Antonio have sent water down the Frio, Nueces and Atascosa rivers that feed Lake Corpus Christi. The lake, which is the major source of water for Corpus Christi and a dozen smaller towns in the Coastal Bend, dipped to a low of 36 percent full last month. By Wednesday, a weather bu reau spokesman said, the level of Lake Corpus Christi had raised from 8,253 feet above sea level on Monday to 8,270 feet. He said the major inflow to the lake was from the Frio River, which increased its level from 1.65 feet on Monday to 3.76 feet on Tuesday and 6.57 feet on Wednesday. Hispanics oppose immigration bill Poi 50) United Press International EL PASO — Representatives of Hispanic organizations in El Paso vowed Wednesday to oppose the- Simpson-Mazzoli immigration re form bill until the measure is dead. John Garcia, district director of the League of United Latin Ameri can Citizens, told a news conference the bill has little chance of getting out of a House-Senate conference committee this year, but Hispanics fear that Congress may attempt to resurrect the bill at a lame-duck ses sion after the November general election. Hispanics object to the employer sanctions provision of the bill, he said. “Employment opportunities for Hispanics are not that good now,” Garcia said. “If an employer fears he may be subjecting himself to inspec tions by the U.S. Immigration and Naturalization Services, he will not be inclined to hire anyone who looks Hispanic.” Garcia called the proposed two- tier amnesty program passed by the House and Senate “a farce, and (it) would serve no more than to expose countless undocumented immi grants to deportation.” Hispanic officials also objected to a proposed national identification card. M • V-7 “The national identification arj proposition is another extension o that anti-Mexican, anti-immigran hysteria so aptly being drummedm by certain reactionary forces in ourl nation to scapegoat Hispanic Ameri cans and all Latin Americans as tk leading cause for our econominvon in the United States,’’ Garciasaid. U.S. Sen. John Tower, R-Texas, has promised to lead a filibuster against the bill if it comes up this year, Garcia said, but U.S. Sea Lloyd Bentsen, D-Texas, favors the bill. “We will remember those legis lators who forsake us, the Hispanic American community, on this vital issue of immigration,” Garcia said. The Federation for American lin migration Reform, proponents ol Simpson-Mazzoli, quoted President quotec Reagan in the organization's Sejt S^ol. 80 T tember newsletter as saying he wl| _ sign an immigration bill that liriti federal amnesty costs to $4 billion. “Many Congressional observer! expect a final vote to be delayed an- til after a lame-duck session of Con gress expected to follow the Novem- ber general election,” newsletter read. 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