Cif - Cif Cleans Romania

Information

Campaign: Cif Cleans Romania
Client: Unilever South Central Europe (USCE)
Brand: Cif
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: Mindshare

Background/Objectives
Strategy
Results

Background/objectives: In 2013, the household cleaning category was a dry land, driven by price and promotions. It was highly generic and functional.

Strategy: We came up with a local initiative which put the product's cleaning power into the service of the community.

Results: CIF sales increased by 9.8% in March-April (MA) 2014 vs. same period previous year (vs. objective +5%). Source: Client internal data; CIF market share increased by +3pp in March-April (MA) 2014 vs. same period previous year (vs. objective +1pp). Source: Nielsen data ND 2014 report

TV

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Online

Documentary

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Website

Online Movie Presentation

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