Cif

Source: https://infonegocios.biz/y-ademas/dime-que-detergente-usas-y-te-dire-los-nuevos-habitos-de-limpieza-en-uy-segun-unilever

Goal: To change consumer habits regarding concentrated detergent usage.

Media: Social media

Summary: Unilever conducted research to understand how Uruguayans choose and use dishwashing detergents, leading to the development of the 'Evolución' campaign for CIF Concentrado. The campaign aims to highlight the tangible benefits of concentrated detergents, addressing common consumer frustrations and adapting to current content consumption trends.

Source: https://www.adlatina.com/publicidad/nuevo-becoming-nro-3-y-cif-cierran-la-campaa-de-cif-antimufa

Goal: To thank Argentinians for their support during the football season.

Claim: We are undoubtedly the best fans in the world.

Summary: Cif concludes its 'Cif Antimufa' campaign with a message of gratitude to Argentinians who rallied behind their players through rituals and good energy. The campaign combined Cif's cleaning technology with a fragrance inspired by traditional purifying ingredients and tapped into cultural rituals surrounding football, making it one of the most talked-about campaigns of the football season.

Source: https://brand-news.it/brand/casa/home-care/cif-punta-sui-creator-per-il-lancio-di-infiniteclean-firma-wpp-creative/

Goal: Engage new domestic habits through creator involvement

Claim: One spray, CIFai everything

Media: Instagram, TikTok

Summary: Cif launches its new multi-purpose spray, Infinite+Clean, with a digital campaign centered on the claim 'One spray, CIFai everything.' The campaign, developed with WPP Creative, engages creators from various backgrounds to showcase their daily cleaning experiences on social media. Participants receive personalized boxes tailored to their profiles, and the initiative includes a community challenge inviting users to share videos of their cleaning moments with the official campaign soundtrack.