Where a “Biiip” was heard before, now “Ciiiif” is heard. And is that the cleaning product CIF It has become an official sponsor of the “dirty mouths” in the new campaign carried out in Brazil by the creative agency Drug5 Sao Paulo In association with the media agency Initiative. With it, it seeks to show that its cleaning power goes beyond the surfaces and can even help the vocabulary.
Unilever’s brand has been associated with some of the most popular programs and podcasts of the country into an activation that makes it, its capacity as sponsoring spaces, in census of the swear words that the presenters and guests are sometimes pronounced. Thus, it has replaced the traditional beep that annuls the expression Zafias with a similar sound that transfer the brand name.
The action is capitalizing on the opportunity to transform this “dialectical dirt” into an act of marketing and communication that reinforces the experience of CIF in the cleaning field. The campaign also works to expand the public’s knowledge about the “miraculous cleaning” product of a fun and innovative form, relying on the growth of the Podcast format in Brazil.
“We explore an unexpected moment as an unprecedented media opportunity, highlighting the versatility of the product, which cleans more than 100 effortless surfaces, many of which people would not even imagine“said Mariana Gonçalo, director of Marketing of Products of the Hogar of Unilever Brazil, according to World hair marks. “This initiative allowed us to reach a broader audience and encourage product test”
The campaign began in “Broxada Sinistra”, A podcast known for his bold humor and varied guests. The swear words of the commentators were duly cleaned with CIF, as can be seen both on their Instagram channel, as of YouTube, where the program has reached more than 122,000 visualizations.
The brand will also be present in other podcasts, of different genres, formats and public, to impact a wide audience.
He has also collaborated with the sports program “Donos da Bola”which broadcasts the Band platform and is driven by net crake, a television personality known for its direct tone and vocabulary. The brand took advantage of the 2025 soccer championship, with a final disputed between the Corinthians and Palmeiras teams.
“Podcasters themselves add sound effects to hide the swear words and not lose reach or monetization. And now we sponsor these moments with CIF, reinforcing its positioning in a light and fun way”; Explained Ana Cavalcanti, Executive Drug Director5 São Paulo, according to the aforementioned medium.”Thus, we can insert the mark naturally into a format that grows more and more in Brazil, expanding our reach and relevance”
CIF has also associated with Patrick Maia, podcast driver “Chevetalks”an interview program that takes place within a 1978 Chevette car. In the shared fragment, the creator directly alludes to the brand’s motivation and the qualities of the product.
