ABOUT

Business Challenges
• Using technology to protect a vulnerable audience.
• Leveraging a brand truth to engage a broader demographic.
• Taking a brand beyond its core function whilst maintaining its essence.
• Taking ownership & driving engagement in a generic category

The issue:
All cleaning products claim they are good at getting rid of dirt. All leading products claim they are the best at getting rid of dirt. Consumers have seen ads where housewives transform dirty surfaces into gleaming granite a million times. Cif needed to retain its core equity of unbeatable cleaning, but create a new, more impactful relevant conversation with its audience.

Activation idea:
The Ultimate Clean Up Operation

The dirt that modern parents are concerned about is internet pornography – dirt that feels almost impossible to control. One simple download of ‘Cif the Web’ app blocks over 4m sites containing unsuitable content, ensures safe search and filters swearing. A safe, clean online environment for children = the ultimate eradication of dirt.

Business Effect:
• Voted into The Guardian’s Top 30 iPhone and iPad apps
• Rolled out to 50 countries