Cif, the home cleaning brand of the Unilever group, ensures that its products have the capacity to clean up to 100 different types of surfaces. However, in its new marketing initiative, it has set out to help Brazilian consumers improve their financial health.
With the help of the creative agency Droga5 São Paulo, they have launched “Cif Clean Your Name”, whose creative concept is based on the idea that, in Brazil, people do not usually say that they have bad credit. Instead, they use the popular expression “dirty name” to describe consumers with debt or bad credit histories. Drawing on that cultural insight, Cif links its cleanliness promise to a deeper social problem: financial hardship.
In collaboration with Serasa, Brazil’s main credit agency, it has developed a solution for users to improve their credit history. Thus, the brand is inviting consumers to purchase some of its products and register the receipt on a website it has created for the occasion. By doing so, they have the opportunity to win daily and weekly prizes to negotiate and pay off their debts, proving that Cif can solve even the unexpected.
To communicate the initiative, it has had the content creator Gil Do Vigor.
As part of the campaign, prizes of up to 1,000 Brazilian reals per week (approximately 165 euros) and 500 Brazilian reals (about 83 euros) per day are offered. As explained on the initiative’s website, the prize is delivered free of charge and the user can decide when and how to use it. Using it to pay off debts with Serasa is a suggestion that aims to provide additional tools and opportunities to improve credit history.
In addition to its usual products, Cif has created a limited edition, called Cif Limpa Nome, which users can purchase since March 7, and register it on the campaign website, keeping the receipt.
As explained by the brand, each CPF (Brazilian tax identification number) can register up to three receipts during the promotional period, and users already registered on the Serasa platform have three times the chance of winning in the weekly draws.
“By listening to our community, we realized that the biggest ‘dirt’ people wanted us to clean up was not at home, but in their finances.“, commented Gabriela Lairana, Marketing Director of Unilever. “Cif has always worked with the playful and functional universe of cleaning, and we are a brand that pays attention to the conversations of its community. ‘Cif Clean Your Name’ and our alliance with Serasa are born from the confluence of these two narratives, transforming these recurring comments into a creative idea and a benefit for the consumer.”.
The initiative aims to be useful and support part of the 81.3 million Brazilian consumers who are currently in debt, almost half of the adult population (49.66%), according to the latest Serasa Debt Map. The promotion, which will run until April 30, aims to benefit more than 3,000 consumers.
For Serasa, the alliance offered a new way to approach a serious topic with humor. “Debt is part of the reality of millions of Brazilians, and creative initiatives like this help expand the dialogue on debt negotiation and financial organization“; expressed Eduardo Martinelli, Executive Marketing Manager of Serasa. “We managed to transform humor into an invitation for more people to seek solutions and regain control of their finances.”.
More info.: Cif Limpa Nome
