1984 saw the launch of the first concentrated fabric softener for Comfort, which was three times more concentrated than regular fabric conditioner.
In the 1990s, the Comfort brand went through a number of changes: a new logo and more modern packaging in 1992 and the first fully biodegradable formulation in 1993. In 1998, Comfort replaced cartons with more environmentally-friendly and lightweight crushable bottles, introduced their first hypoallergenic fabric conditioner and launched tumble dryer sheets.
The Clothworld campaign first appeared in 2000 and was created by Unilever and Ogilvy and Mather The original Clothworld characters were teenage couple Lisa Weaver and Darren Denim, who were made by Aardman Animation, the creators of Wallace and Gromit.
Gradually, new members of Lisa's family (her mum Karen and sister Daisy) have been introduced, as well as other inhabitants of Clothworld, including Quinitin the beautician, Stitcher the school bully, Satina the soul diva and more recently, Dr Comfy.
The latest additions to Clothworld are Jeannie and Cardboard Man. The current television advertisement features Jeannie walking through a cloth French Riviera styled town. Her flexible jeans contrast with the stiffness of Cardboard Man.
The Clothworld campaign has travelled the world, running across Europe, Latin America, the Middle East and has recently launched in Asia. As the campaign has spread globally, the Clothworld characters are becoming popular in their own right with the Lisa and Darren character dolls selling on EBay as collectors' items. In Asia, the campaign is slightly different. Darren has been transformed into a popstar named Andy. The character Andy now has his own real world record and fan base.
Comfort also has grown a group of advocates for its Comfort Pure brand. They are known as the Comfort-eers and are an army of mothers who state that they believe Comfort Pure is the best choice for them and their babies.