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
TV Spot
Play Video
Online
Documentary
Play Video
Website
Online Movie Presentation
Play Video