Unilever: The grillmasters are hitting the field

Unilever's brand Cif, a producer of household cleaning products, used the Champions League final to advertise its spray cleaner to a new target audience of male consumers in Turkey.

Campaign details

Brand: Unilever TurkiyeAgency: U-studio Istanbul Powered by OliverRegion: EMEA

Strategy

Objective

Historically, the communication focus of the spray cleaner market brands was on the female target audience. This lack of awareness was because cleaning was often confined to the home and mainly associated with women. Therefore, there was a gap in the market that had not yet been tapped into. So we had to create a change that would be a first in the history of Cif, talk to the male audience and respond to their needs. In addition, we had a unique...

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