Hindustan Unilever Limited

Promoting the partnership of SXL Matic Liquid and machines through retail channel

Expertise included 
Retail Design
Brand Communication
Shoppers Experience

The Challenge

Surf excel matic liquid is a market leader in the liquid detergent space and it wanted to reinforce the benefits of liquid at the time of purchase of high value white goods by communicating benefits of liquid for the clothes and machine both.
The challenge on our table was to build a unified; inclusive feel that would communicate about the successful partnership of matic liquid and machines and also bring the brand warmth to life.

The Solution

We started by scanning visual communication that we found across online touch-points. We realised, in a cluttered shopping environment, it was important to create an identifiable and unique visual brand presence. Moreover involvement of buyers in a tangible manner along with CTA would convey the ‘Partnership message’ strongly to the consumers.


We created a textual message with a ‘Call to Action’ appeal with the word ‘Choose’. ‘100%’ emphatically stated ‘complete, all round’ compatibility, efficacy aspect. The round seal brought in an assuring tone and endorsement (from the brand). ‘For your machine’ connected the Matic product with the choice of Machine the audience was going to use. The energetic infinity loop cued the long-term benefit aspect of Liquids and Machine. Overall, it successfully delivered the message of ‘The best partner for your machines’ by keeping the warmth alive for the shoppers.

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