Cif has a long, strong history, but like a lot of brands with heritage, it just wasn’t landing with the new generation. It’s not for a lack of interest. Gen Z love cleaning – the +4.1 million #CleanTok videos prove it. This bold strategy was a first-to-market collaboration with TikTok, leveraging the #CleanTok movement to transform cleaning from a tedious task into an engaging, entertaining experience.
Cif was shortlisted for not one but two Drum Awards EMEA – creative and social, taking home gold in social activation. Watch this space for more digital innovation.