Brief Description: This paper demontrates how Surf was turned around in 5 years. In 1994 Surf was de-listed by Sainsbury's and had just a 2% share of the detergent market. Yet by 1999 Surf had reached 7% share and was the fastest growing washing powder brand in the UK. The Surf brand was given a personality, the ads entertained rather than patronised. Surf was conveyed as the smart choice, not the cheap one. NPD / brand extensions included a new lemon variant and tablets. The revitalisation of the brand led to more credibility with consumers and retailers. Surf had become a 'power brand'. In 1999 Surf delivered more than £8 million bottom-line profit. Without the advertising there would have been no brand to extend---(TAGS)---Full Title: Surf; Dero - Surf's Up! Or how likeable advertising in the laundry category washed up dazzling results ; Number: 2000/26 ; Brand: Surf ; Dero ; Client: Lever Brothers ; Product Category: Household (Detergents - laundry) ; Agency: Lowe Lintas ; Author: Judy Stephenson ; Prize Winners: 4 Star (Adworks ref: Advertising Works 11)