A new, whitening system has been added to the product range, accompanied by revamped packaging. The packs, designed by Landor, will continue to be red with a blue font, but will feature an updated logo.
The relaunch will be supported by a '25% extra free' promotion and £2.3m marketing drive.
Ads created by Leo Burnett will continue the 'Cleaner Close' campaign launched last year and retain the strapline 'The soap you can believe in'. They will run on TV and outdoor during April and May.
Daz is the fourth-biggest detergent brand in the UK, with sales of £64m and an 8% market share, according to Mintel. However, sales declined by nearly 15% between 2002 and 2004.
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