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.
Mexican-American Democrats
and the Border Farmworkers Union
also participated in the news confer
ence.
\
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