Jif: No More Drama

Jif took a data-driven dramatic approach to grow sales and increase market share for its multipurpose cleaning spray in the GCC.

Campaign details

Brand: JifBrand owner: UnileverLead agency: Momentum DubaiContributing agency: Magna DubaiMarket: United Arab Emirates, Saudi ArabiaIndustries: Cleaners & detergentsMedia channels: Content marketing, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Search marketingBudget: 500k - 1 million

Executive summary

With Jif under-indexing in the growing multipurpose cleaning spray segment, we needed to reinforce and establish its product superiority.

The truth is mess is painful, that's why the thought of a mess causes a whole lot of drama – but not the kind of drama people love watching....

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