From niche to mainstream — how a brand repositioning reversed a downward spiral

Introduction

Surcare has been a trusted name in sensitive-skin laundry care for decades. But the brand was in trouble — increased competition, limited investment, and dwindling distribution.

Problem

Trapped in a niche. Consumers associated Surcare exclusively with eczema. Brand engagement had dwindled. Poor sales led to fragile retailer relationships and a recent delisting. The brief wasn't just about awareness — it was about saving the brand's place on shelf.

Approach

We repositioned Surcare from an eczema-specific product to a solution for everyone with sensitive skin — a much larger audience with a much broader set of need states. The new brand platform, "Worry Less, Live More," directed a fresh identity, tone of voice, and visual language across packaging, trade communications, and every consumer touchpoint.

"IF. are exactly what we want from an agency ‚Äî they understand brand and they understand digital. That combination has been vital to the success of this campaign" — Jenny Clink, Head of Product Marketing, Surcare

Solution

An organic-first social strategy powered by influencer partnerships, viral trend content, and active engagement with niche cleaning and skincare communities. The centrepiece was the "We Want Surcare" campaign — a bold, consumer-led push that directly challenged retailers through UGC and CGI content, turning superfans into the brand's loudest advocates. Digital activity across key social channels drove both brand salience and direct commercial outcomes — website traffic, search visibility, and ultimately the retail relistings the brand needed to survive.

Results

1.1 million TikTok views. 98% YoY uplift in organic search. 530% increase in reach YoY. 57% more new users to site.

Impact

A brand that was days from delisting became one of the most talked-about products in its category — driven by creative that put consumers in charge.