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When we first launched Cif Cream in France in 1965, it was a revolutionary product. Its non-scratch formula cleaned ‘modern’ household surfaces – such as stainless steel and enamel – effectively, without causing damage.
Since then, we have kept ahead of the evolving needs of consumers by continually improving its performance, updating its packaging and repositioning its marketing strategies to drive growth.
Known for its versatility, Cif Cream multipurpose cleaner is a true powerhouse today, not least because it’s now being enthusiastically embraced by a whole new generation.
We originally made Cif Cream using calcium carbonate as a mild abrasive to remove tough dirt, alongside surfactants to break down grease and grime, and perfume to leave a pleasant scent.
In the newest version – launched in 2017 – we have replaced calcium carbonate with microcrystals. These 100% natural and specially engineered particles are small and uniform in size to maximise contact with surfaces. This improves the product’s ability to lift dirt and provides a more consistent clean, with the gentler abrasive action making it suitable for even delicate materials.
This is the latest in a long line of innovations designed to cater to changing consumer needs. For example, in 1983, a finer type of calcite gave improved care on plastic and other modern, softer household surfaces. In 1990, a new raised spout and slimline bottle allowed the liquid to be directed more easily. And in 2006, a trigger spray format was introduced for the first time to reflect new consumer preferences.
“From its beginnings as a single product in France in 1965, Cif has grown into a brand with an extensive product range, recognised worldwide under various names such as Viss and Handy Andy, depending on the region,” says Millie Cooper, Cif’s Senior Marketing Manager.
“Born from a deep understanding of consumers’ needs, Cif has been a pioneer, revolutionising the cleaning world with the latest science and technology.”
Now, to reach younger shoppers, the brand has focused on showing up where this increasingly affluent consumer group gets its cleaning advice: TikTok.
Cif saw an opportunity to boost awareness by tapping into #CleanTok, the platform’s most followed community, with its ‘Satis-hack-tion’ campaign – real-life cleaning videos set to Italian DJ Benny Benassi’s track ‘Satisfaction’, re-recorded with Cif’s own lyrics. The content showcases different hacks and uses for the product, aimed squarely at Gen Zs and millennials.
The campaign ran across ten markets globally, achieving over 300 million impressions and more than 2 million engagements, boosting visibility of the product and revitalising its image. In France, it was behind a particularly strong 17% increase in sales.
“Cif is a brand with a distinguished heritage and the key to its longevity has been its ability to adapt,” says Millie.
“By tapping into #CleanTok, we’re showing how the brand can leverage strong, dormant product associations to refresh its relevance for a whole new demographic of consumers. These campaigns are strategic to its continued growth.”
With Cif Cream now available in over 75 countries, Brazil is a key market where it’s having newfound success. Here, the home & hygiene segment is worth €2.8 billion – approximately the same as laundry – making this a huge growth opportunity for the brand.
Historically, Cif experienced low awareness in Brazil. So, in 2022, we set about transforming its portfolio to tap into the potential.
Digging deep into consumers’ cleaning habits, the team chose Cif Cream as its hero product, redesigning it with a more premium look and changing the product name to Miracle Clean to reinforce its performance and benefits. A multi-platform marketing campaign included sponsorship of TV’s Big Brother, breaking the show’s record for QR codes scanned. The QR codes allowed viewers to buy the products while watching the show.
The strategy has driven exponential growth. Cif doubled its size over 18 months and reached record-high levels of market share and penetration, mainly driven by Cif Cream growth. The overall cream cleaner market also grew thanks to Cif Cream’s success.
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