CIF CLEAN MY NAME

23792.19906 97000.008587 57003.501202 8 124200000000. 8383830.0 CLEAN OVER 100 SURFACES: EVEN DEBTS. cif sSerasa ICAI! Co CONTEXT In Brazil, being in debt isn't just a financial problem. It's a social fone. When you're in debt, you don't say "I'm in debt." You say your name is dirty. And the dirt has never been dirtier: with a record 70 million Brazilians carrying dirty names. And since Cif cleans ‘over 100 surfaces, Brazilians sterted asking us online: what if you could clean our names too? INSIGHT Dirty name because you're in debt? Not our business. But cleaning it ‘could be. IDEA Cif Clean Hy Name. The same Cif cleaning es always, but now dinty names included. We partnered with Serasa, Brazil's largest credit renegotiation platform, and found that the average debt settlement is around $200. So we redirected our ‘entire promotional budget into paying people's debts, unlocked through this now edition. Basically, free money to clean up their names. EXECUTION Every Cif Clean Hy Name could cone with money. dust enter the receipt code on the Serasa platform. Found money? Clean up your debts. ‘And because names can get dirty again, we brought economists into ‘our campaign to share tips on how to stay financially clean eo ee IN BRAZIL, WE DON'T SAY: “I’M IN DEBT”. WE SAY: “MY NAME IS DIRTY”. SO CIF CREATED THE FIRST PRODUCT DESIGNED TO CLEAN DIRTY NAMES. TURNING A JOKE RECEDENTED PRODUCT @ruiva_odont THE ONLY THING @CIF CAN'T CLEAN? A DIRTY NAME @ @ ecit.1impadores SAY NO MORE. Peres RESULTS ‘A promotion where everyone won (literally): people cleared our shelves, Cif cleaned tl mes, ‘and Serasa cleared debt records. IN JUST 2 WEEKS: *15.6% UNITS SOLD WS 2025 2NM IN DEBT RENEGOTIATED 41MM PEOPLE AT THE SERASA'S EVENT +11% VS JAN 26 “CIF AND SERASA EXPERIAN TURN INTERNET HUMOR INTO MARKET STRATEGY WITH SOCIAL AND ECONOMIC IMPACT” OESTADO 2026