Cif: Cream spray ultra degreaser lemon

Following the launch of their new Cream Spray Ultra Degreaser Lemon in 2022, Cif embarked on a campaign that transcended their traditional target market.

Campaign details

Brand: UnileverAgency: MullenLowe IstanbulRegion: EMEA

Strategy

Objective

Our solution to the challenge involved launching the new Cif Cream Spray Ultra Grease Degreaser Lemon, featuring a powerful formula. Cif was mainly used by women at home. However, the products were also used by male consumers outside. Our strategy aimed at inclusivity, extending beyond typical home use scenarios. We adopted a holistic approach, considering a diverse range of occasions & demographics.

Although our target audience was broad, they shared a common motivation demanding effective grease & dirt removal along with convenience. Sprays offered an easy...

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