Cif Cleans Romania

Cif – Cif Cleans Romania Information Campaign: Cif Cleans RomaniaClient: Unilever South Central Europe (USCE)Brand: CifEntrant Agency: McCann Worldgroup BucharestMedia 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 Online Documentary Website Online Movie Presentation back to winners