Surf Excel is Unilever’s largest brand of detergent in South Asia. It is available in India, where it is owned by Hindustan Unilever, and Pakistan. It was originally known as Surf, but in 2005 adopted the logo of OMO, one of Unilever’s international detergent brands, rather than that of Surf, another Unilever-owned detergent, despite having the same name.
Surf was renamed to Surf Excel in 2003.
Surf Excel introduced
OMO’s ‘splat’ logo in 2005, along with the Daag achhe hain advertising campaign. In Hindi and Urdu, this means Dirt is good, which is also the name of OMO/ Persil’s similar campaign.
Logo with slogan,
Daag achhe hain.
Advertisement with splat logo and slogan, but without wordmark.
Current: Hindustan Unilever (India) | Unilever Indonesia | Unilever Philippines ( Other) | Unilever Food Solutions | Unilever Fima | Pepsi Lipton 1
Former: Van den Bergh Foods | Lever Fabergé
Foods and Refreshment
Global brands: Hellmann's ( Best Foods) | Knorr ( Continental | Royco) | Lipton ( Ice Tea | Brisk) 1 | Tazo
Local brands: Alsa | Amora | Arisco | Bango | Bovril | Brooke Bond | Brown & Polson | Buavita | Bushells | Calvé | Choysa | Colman's | Conimex | Fruco | Jawara | Lady's Choice | Lyons | Maille | Marmite | Maizena | Mondamin | O'hoj | PG Tips | Pot Noodle | Pure Leaf | Rafhan | Saga | SariWangi | Sir Keningston's | Slotts | Unox | Winborgs | Zwan
Heartbrand Ice Creams: Algida (Italy, Greece, Turkey, Hungary, Poland, Romania, Estonia, Croatia) | Good Humor (USA) | Langnese (Germany) | Miko (France) | Frigo (Spain) | Ola (Netherlands, Belgium) | Olá (Portugal) | HB (Ireland, Northern Ireland) | Ingman (Finland) | GB Glace (Sweden) | Frisko (Denmark) | Eskimo (Austria) | Lusso (Switzerland) | Inmarko (Russia) | Bresler (Chile) | Holanda (Mexico) | Kibon (Brazil, Argentina, Falkland Islands) | La Fuente (Colombia) | Pingüino (Ecuador) | Tio Rico (Venezuela) | Streets (Australia, New Zealand) | Strauss (Israel) | Kwality Wall's (India) | Selecta (Philippines) | Wall's (Great Britain, Indonesia, Malaysia, Thailand)
Other frozen dessert brands: Ben & Jerry's | Breyers | Calippo | Carte d'Or | Cornetto | Grom | Golden Gaytime | Hertog | Klondike | Magnum | Paddle Pop ( Max) | Popsicle | Solero | Talenti | Vienetta | Weis
Beauty and Personal Care
Global brands: Axe ( Lynx) | Badedas | Citra | Clear ( Ultrex) | Close-Up | Dove ( Men+Care) | Lifebuoy | Love Beauty and Planet | Lux | Monsavon | Murad | Pond's ( Men) | Radox | Rexona ( Degree | Sure) | Simple | St. Ives | Sunsilk ( Elidor | Seda | Sedal) | TIGI ( Bed Head) | Timotei | Toni & Guy | TRESemmé | Vaseline ( Vasenol)
Local brands: Hamam | Breeze (India) | Liril | Master (Philippines) | Hazeline | Regenerate | Suave | Baba | Cream Silk | Living Proof | Nexxus | Coco Varela | Fortident | Dollar Shave Club | Duschdas | Bioexpert | Block & White | Dermalogica | Eskinol (Philippines) | Zendium | Camay | Zest | Zhong Hua | Organics | Zwitsal | Proderm | Gabi | Savital | Savilé | Glysolid | Lever 2000 | Ego | Lever Ayush | Le Sancy | Impulse | Williams Expert | Caress | Preventive | Fair & Lovely | Elle 18 | Neutral | Clinic Plus | Aviance | Andrélon | Pears | Lakmé | VO5 | Pureline Hijab Fresh | Korea Glow | Nameera | Q-Tips | Alberto Balsam
Smile dental care brands: AIM | Mentadent | Pepsodent | P/S | Signal
Global brands: Domestos | OMO | Surf | Cif/ Jif | Sunlight
Local brands: Persil (UK and Ireland) | Via | Comfort | Sun | Surf Excel | Rinso | Super Pell | Robijn | Breeze | Vivere | Cajoline | Seventh Generation | Rin | Coccolino | Neutral | Fab | Ala | Aromatel | Svelto | Sunil | Fofo | Molto | Viso | Bio-Tex | Bio Luvil | Skip | Flóraszept | Savo | Lavo Matic | Dero | Blueair | PureIt | Love Home and Planet | Vixal | 3D Multiusos
Wish-Bone | Ragú | AdeS/ AdeZ | Bertolli | Skippy | Mazola | Spreads business 2 | Iglo | Bird's Eye | Findus (Italy) | Wisk | Snuggle | All | Mrs. Butterworth's | Slim-Fast | Oxo | Blå Band | A&W (Canada) | Elizabeth Arden | Bifi | Calvin Klein (fragrances) | Gorton's of Gloucester | Liebig
1Teabags brand wholly-owned by Unilever. Ready-to-drink brand handled by a joint venture with PepsiCo.
2Now owned by Upfield ( KKR).