logos

Surf Excel is Unilever’s largest brand of detergent in South Asia. In 2005 it adopted the logo of OMO, one of Unilever’s international detergent brands, rather than that of Surf, another Unilever-owned detergent, despite having a similar name.

Surf

1959–2003

Surf old logo

Surf Excel

2003–2005

Surf Excel Old logo

Surf was renamed to Surf Excel in 2003.

2005–present

Surf Excel

In 2005, Surf Excel adopted the splat logo used by OMO, one of Unilever’s international detergent brands, rather than the logo of Surf, another Unilever-owned detergent, despite having a similar name.

This also came with a new slogan Daag achhe hain. In Hindi and Urdu, this means Dirt is good, which is also the name of OMO/Persil’s similar campaign.


  V • T • E 
Predecessors

Lever Brothers | Margarine Unie

Subsidiaries
Current: Unilever Bangladesh1 | Hindustan Unilever1 (India) | Unilever Indonesia | Unilever Japan | Unilever Pakistan | Unilever Philippines | Unilever USA | Unilever Food Solutions | Unilever Fima (Portugal) | Pepsi Lipton3
Former: Van den Bergh Foods | Lever Fabergé | Elida Gibbs | Lever Brothers | Bestfoods | Alberto Culver | DiverseyLever | Flora Food Group | Lipton Teas and Infusions | PKB Corporation | Elida Beauty | The Magnum Ice Cream Company (Good Humor-Breyers Ice Cream | Magnum RFM Ice Cream8) | California Manufacturing Company (Philippines)

Food and nutrition:
Global brands: Hellmann's (Best Foods) | Horlicks2 | Knorr9 (Continental | Royco) | Lipton (Ice Tea | Brisk)3 | The Vegetarian Butcher

Local brands: Amino | Amora | Annapurna | Arisco | Aromat | Baltimor | Bango | Beseda | Boost1, 2 | Bovril | Brooke Bond1 | Brown & Polson | Bru1 | Brummel & Brown | Buavita | Bushells | Calvé | Chicken Tonight | Chirat | Choysa | Cica | Colman's | Conimex | Cup-a-Soup | Darco | Delikat | Fanaco | Fruco | Fudgsicle | Glaxose-D | Glen | Jif | Kissan1 | Knorrox | Kuner | Lady's Choice | Lan-Choo | Lao Cai | Maille | Maizena | Malloa | Maltova2 | Marmite | Mãe Terra | McColin's | Mondamin | O'hoj | Oxo (Canada) | Pfanni (Panni) | Pot Noodle (Asian Street Style | Pasta | Rice) | Prep Co | Pure Leaf3 | Rafhan | Rani | Red Red | Red Rose Tea (Canada) | Ri-K | Robertsons | Salsa Lizano | Savora | Scottish Blend | Sir Keningston's | Slotts | Té Club | Telma | Tortex | Tomatisimo | Turun Sinappi | Unox | Viva2 | Weis | Winborgs | Zwan

Beauty, wellbeing and personal care
Global brands: AHC | Axe (Lynx) (Ego) | Clear (Linic | Ultrex | Pure Derm1) | Closeup | Dermalogica | Dove (Men+Care | Baby | Kids Care) | Equilibra | Hourglass | K18 | Kate Somerville | Lifebuoy | Living Proof | Love Beauty and Planet | Lux | Monsavon | Pond's (Men) | Rexona (Degree | Rexena | Suave Latin America) | Sure | Shield) | Sunsilk (Elidor | Seda | Sedal) | TRESemmé | Vaseline (Vasenol)

Local brands: A Hundred Recipes of Beauty | Andrélon | Aviance | Baba | Badedas | Bioexpert | Black Pearl | Block & Glow | International Breeze1 | Brylcreem | Camay | Caress | Clinic Plus1 | Coco Varela | Cream Silk | Citra | Dawn | Dimension | Dr. Kaufmann | Duschdas | Ego | Elle 181 | Eskinol | FDS | Folicure | Forest Balsam | Gabi | Glow & Lovely (Even | Handsome) | Glysolid | Good Morning | Hamam1 | Happy Moments | Hazeline (Snow) | Impulse | Indulekha1 | Ioma | Kalina | Laborica | Lakmé1 | Lever 2000 | Lever Ayush1 | Le Sancy | Liquid I.V. | Liril1 | Master | Matey | Mist | Mod's Hair | Murad | Neutral | Nexxus | Nubian Heritage | Nyakio | Olly | Organics | Paula's Choice | Preventive | Pears | Proderm | Pure Line (Hijab Fresh) | Q-Tips | Radox | Regenerate | Savital | Savilé | Scmidt’s | Shea Moisture | Silky Hands | Simple | Smartypants Vitamins | St. Ives | Suave | Tatcha | Vibrance | Vinolia | VWash1 | Zendium | Zest | Zhonghua | Zwitsal (Fissan)

Smile dental care brands: AIM (Greece) | Fortident (Colombia) | Mentadent (Italy) | Pepsodent (India1 | Finland) | P/S (Vietnam) | Prodent (Netherlands) | Signal

Home care
Global brands: Blueair | Cif (Jif | Viss | Handy Andy) | Comfort (Cajoline | Coccolino | Molto) | Domestos (Domex | Glorix | Vim | Promax) | Omo (Ala (Argentina) | Omo (Chile)) | Biotex | Breeze (Malaysia, Singapore and the Philippines | Thailand) | Fab | Persil | Rinso (Indonesia) | Skip | Surf Excel | Via) | Seventh Generation | Sunlight | Surf (Ala | Omo | Puro | Sunil | Drive | Dero)

Local brands: 3D Multiusos | Active Wheel1 | Aromatel | Ala | Andy | Bio Luvil | Blueair | Coral | Cuñataí | Day 2 | Drive | Enka | Flóraszept | Fofo | Lavo Matic | LivOpen | Love & Care1 | Love Home and Planet | Lysoform | Minerva | Nature Protect | Neutral | Nevex | Persil (France) | Pureit1 | Quix | Rin1 (Brilhante | Radiante | Viso | Omo (Thailand) | Rinso | Robijn | Savo | Sun | Sunil | Super Pell | Svelto | Vivere | Vixal | Wipol | Yumoş

Other assets:
UStore | Unilever Life | Carver Korea | Unilever Studio | Unilever Entertainment

Former/defunct brands
AdeS/AdeZ10 | Adolph's | Alberto Balsam | All | Alsa15 | Ambrosia16 | Atkinsons | AquaNet | A&W (Canada) | Banania | Batchelors16 | Bertolli14 | Blå Band | Benco | Bifi | Birds Eye (UK & Ireland)13 | Bon Vivant | Boursin17 | Bresler18 | Bresso | Brisk | Brunch | Brut | Calvin Klein19 (fragrances) | Caparra Dairy | Clearblue20 | Clemente Jacques | Delma6 (Delmy) | Denim | Dollar Shave Club | Domestos NoMos33 | Eldorado | Elite | Elizabeth Arden21 | Fabergé22 | Findus (Italy)23 | Finesse | Five Brothers | Fray Bentos | Frudesa | Gelato | Gorton's Seafood24 | Graze | Haywards14 | Heisse Tasse | Helene Curtis | Homann25 | Ice cream business31 | Iglo23 | Jacky | Jawara | John West26 | Jolly | Karl Lagerfeld | Korea Glow | La Roche aux Fées | Lawry's Foods | Lesieur | Liebig | Luzil | Mafer | Masterline | Mattesons | Mazola | Meister-Marken | Mer | Mie & Me | Milkana | Mountain Cream | Mrs. Butterworth's28 | Nameera | Nordsee | Noxzema | Oxo | Peperami | Power Stick | Ragú14 | Rama6 | Revilla | Royal4 | Salon Selectives | Sanex11 | Sanogyl | SariWangi32 | Skippy5 | SlimFast | Snuggle12 | Spreads business6 | Suave (North America) | Sunil (Germany) | Superwheel | Superbusa | Super Fresco | Tara Nasiku | Tea business7 | Taro28 | Thermasilk | TIGI (Bed Head) | Timotei | Toni & Guy | Toseroni | Vitam6 | VO5 | Wall's (meat)30 | Williams Expert | Wish-Bone28 | Wisk12

Notes
1 Brands exclusively used by Hindustan Unilever in India.
2 Health drinks business acquired from GlaxoSmithKline.
3 Teabags business wholly-owned by Lipton Teas and Infusions, the ready-to-drink business is handled by a joint venture with PepsiCo.
4 Now owned by RFM Corporation.
5 Now owned by Hormel Foods.
6 Now owned by Flora Food Group (Kohlberg Kravis Roberts).
7 Now owned by Lipton Teas and Infusions (CVC Capital Partners).
8 Joint venture with RFM Corporation.
9 Japanese rights held by Ajinomoto.
10 Now owned by The Coca-Cola Company.
11 Now owned by Colgate-Palmolive.
12 Now owned by Henkel.
13 Now owned by Conagra Brands (US) and Nomad Foods (Europe).
14 Now owned by Mizkan.
15 Now owned by Dr. Oetker.
16 Now owned by Premier Foods.
17 Now owned by Bel Group.
18 Now owned by Carozzi Corp.
19 Now owned by PVH.
20 Now owned by Procter & Gamble.
21 Now owned by Revlon, Inc.
22 Now owned by Fabergé Limited.
23 Now owned by Nomad Foods.
24 Now owned by Nippon Suisan Kaisha, Ltd.
25 Now owned by Müller.
26 Now owned by Thai Union Group.
27 Now owned by McCormick & Company.
28 Now owned by Conagra Brands.
29 Now owned by FKS Group.
30 Now owned by Kerry Group.
31 Now owned by The Magnum Ice Cream Company.
32 Now owned by Savoria.
33 Now owned by Fumakilla Indonesia.
Unilever 2004