Bliw was launched in 1968 and was at the time the first liquid soap in Sweden. The product was readily accepted by both households and professional industries such as car service stations. Bliw is the second largest brand in the liquid soap market in Sweden and Finland and the fourth in Norway. Bliw is available in the classic “bubble” and in a pump format. The pay-off used in advertising is ”mildness in its purest form”. The target group is primarily women in the age of 25-50 years who want a mild soap but who also want to have a beautifully decorated bathroom.

Last year the design bubble was designed by ”Ten Swedish Designers” in two variants. Due to the great success in terms of branding and sales, Cederroth have decided to continue to focus on design as a competitive advantage. However, this year it will be in the form of a competition among art and design students in the Nordic region. Apart from the design bubble, Bliw exists in 3 different colours/fragrances (see www.bliw.se) for more information). The winning entry will be printed on the 2006 bubble, manufactured and sold in Finland, Norway and Sweden.