Cif Cream still needed to be discovered, thus it needed to overcome the main barrier to purchase, which was the lack of knowledge about the product and its benefits. As such, Cif's challenge was to break this category bubble, entice the curiosity of non-consumers and introduce Cif Cream to them, generating experimentation and amplifying positive discourse.
Objective
Despite its modest presence in Brazil, inserted in only 18 percent of households, the surface cleaners category proves to be a market with surprising potential. The main obstacle? Many Brazilians are still unaware of the benefits of these products.
Traditionally, relationships with cleaning product brands are simple and objective: Consumers seek maximum efficiency at the lowest cost, making these products almost invisible in online discourse, inhabiting "a space under the sink" also in the digital world. Cif Cream, the leader of the category, had a mission: to change this reality.
Context
Impressed by the product's cleaning power, consumers took to social media to share their experiences, showing off the fantastic performance of Cif Cream on a variety of surfaces and even joking that Cif Cream can "wash away sin."
Consumers began to give Cif Cream affectionate nicknames, breaking the traditional boundaries of the category that used to be highly rational. The company realized that these nicknames should not be restricted to the intimacy of home but displayed to the world.
Cif decided to give the consumer a voice through its packaging. The brand mapped out the nicknames that fans gave Cif and had those name printed on labels, such as "The Miraculous," "Cleaning Monster," "My Hero," "Perfect, So Creamy," and "Nation's Savior."
Creative and Media Strategy
According to Cif, 90 percent of the shoppers in the category are over 30 years old, and 42 percent of the current shoppers are over 50 years old. In addition, 76 percent say it's worth investing a little more in superior hygiene products. To grow in penetration and volume, Cif needed to amplify its target and reach a younger audience, from 25 to 45 years old.
Cif began by giving the consumer a voice through its own packaging. The brand mapped out the nicknames fans gave Cif Cream and had that love printed on labels. To show the product's cleaning power to all Brazilians, Cif decided to start the campaign by cleaning the dirtiest and most-watched house in the country: Big Brother Brasil 23.
To amplify and instigate the discourse elsewhere, Cif prompted other communication fronts in an integrated way, such as social media branded content and influencers, sensory OOH showcasing Cif Cream's cleaning power, PR and TV.
Cif first selected the most affectionate nicknames and had them printed on Cif Cream labels. Then, the brand took the opportunity to take these love declarations to its TV film, featuring consumers as protagonists to present each one of them. To expand reach, Cif invaded the dirtiest house in Brazil, BBB23, enticing fans to try the product in real-time. On social media, Cif amplified the discourse of Creamy lovers, having 46 percent of the total budget of $20 million allocated to digital.
Cif amplified the organic discourse that arose with spokespersons such as Ellen Milgrau, Jenni Alarcon, Esse Menino and Karol Conká, a former BBB; Conká had previously gone viral with a meme that said, "Clean it, clean it, clean it: clean it all!" which temporarily took over the brand's Twitter account during the activation, combining influencer strategies and our presence on social media.
Still, during the BBB, affectionate nicknames were a trademark between Sarah and Alface. Taking advantage of the audience engagement and support around the two, on Valentine's Day, Xif amplified this story by bringing them and other influencers to share the meanings of the affectionate nicknames. Carolixas, Pepita, and the Pessoa Tardivo Family also participated in the activation, reinforcing their love for their loved ones and Cif Cream.
Cif Cream saw product sales grow 65.3 percent (compared to the same period of the previous year). Further, Cif achieved a 634 percent increase in brand mentions compared to the same period in 2022 and an estimated total reach of 88 million people. In addition, Cif Cream grew its penetration by 1.4 percentage points.
