Cif's solution to the challenge of launching the new Cif Cream Spray Ultra Grease Degreaser Lemon was prioritizing gender inclusivity. In the past, Cif was mainly used by women at home. However, the products were also used by male consumers outside. Thus, the new strategy aimed at inclusivity, extended beyond typical home use scenarios. Cif adopted a holistic approach, considering a diverse range of occasions and demographics.
Objective
Although the target audience was broad, it shared a common motivation (to clean effectively), thus demanding effective grease and dirt removal along with convenience. Sprays offered an easy application and quick rinsing, catering to men as well as women juggling cleaning with their other responsibilities.
The strategy revolved around meeting these expectations. Cif prioritized product performance, emphasizing its degreasing power and convenience on different surfaces. Further, the goal was to make cleaning hassle-free, efficient, and effective, allowing its audience to swiftly complete tasks and return to their preferred activities, while ensuring a flawless result.
Context
In 2022, Cif faced a unique set of challenges in the market. While Cif excelled in various formats, it struggled in the spray segment. The company encountered low market share and household penetration compared to the main competitor in sprays, amplified by a price-sensitive consumer base due to economic uncertainty and inflation.
The company's primary competitor not only improved brand image but also bolstered brand power, while Cif remained stable. Although the company launched Cif Cream Spray in Q1 2022, it did not significantly impact its performance throughout the year. To achieve its goals, Cif recognized the need for a robust, innovative approach.
Creative and Media Strategy
Cif's primary target audience was women, specifically those looking for effective home cleaning solutions. However, Cif sprays transcended traditional boundaries, appealing to a broader audience. Men adopted the sprays for cleaning cars and engine rims, tackling tough grease on barbecues, and various other applications.
To maximize market penetration, the strategy prioritized inclusivity, expanding beyond home use scenarios. During the product launch, Cif aimed for a more comprehensive approach, considering diverse occasions and demographics. The objective was to emphasize the versatility of Cif's sprays across a wide range of applications, aligning with the specific needs and preferences of its expanded target audience.
Cif effectively conveyed the features of its Cif Cream Spray Ultra Degreaser Lemon's by associating it with the prestigious Champions League Final and highlighting its various applications. The company's partnership with Berfu Yenenler, a popular content creator, and Ertem Şener, a renowned sports commentator, fused football and grilling themes, resonating with a broad male audience. Moreover, the company's campaigns on Maçkolik and Sahibinden.com further amplified the message, aligning the product with the excitement of the Champions League Final. Cif amplified these efforts with precision targeted ads, showcasing the brand's product for grilling, motorcycles, and wheel cleaning, achieving successful audience engagement.
In Turkey, where barbecues are famous alongside football matches, Cif executed a distinctive project by associating with a significant event like the Champions League Final. To convey the product's features, the team created a TikTok video that had the atmosphere of live football commentary, featuring Berfu Yenenler, known for her entertaining videos, and Ertem Şener, a prominent sports commentator with a unique style who has a special place among football-loving male audiences and is widely followed on social media.
In the TikTok video, Cif depicted a barbecue moment with the excitement of sports commentary, using a language that directly connected with football, enabling the target audience to relate. On the Maçkolik app, Cif "hacked" the application by featuring the product's yellow color prominently when notifying users about the first yellow card in a match, aiming to engage users. Additionally, on Sahibinden.com's motorcycle purchasing page, the brand had a compelling communication presence as Cif. Furthermore, through its YouTube bumper content discussing motorcycle, wheel, and grill cleaning, the company directly communicated with the target audience, achieving high impressions at a cost-effective rate.
Cif's rival had become a formidable player in the spray market through intensive communication, promotions, and discount store listings, starting to overshadow Cif. Delivering superior performance on various surfaces had become a primary consumer expectation. With the launch of a new product, Cif Cream Spray Ultra Degreaser Lemon, the brand aimed to strengthen its position in the spray market. In addition, Cif needed to introduce the product, which effectively removes tough grease and dirt on different surfaces with its special formula, through an integrated campaign and showcase Cif's performance on various surfaces.
The overall campaign strategy for Cif Cream Spray Ultra Grease Degreaser Lemon generated over one billion views, marking a pivotal moment in Cif's history as it expanded its application beyond the kitchen and bathroom to various surfaces. This initiative not only engaged the traditional female consumer base but also successfully reached the male demographic. It effectively conveyed Cif's expertise in grease degreasing, establishing the brand as a trusted authority in this domain.
Consumer lifestyles are undergoing rapid transformations, with shifting preferences and demands. The surface cleaner market is significantly influenced by consumers' desire for practicality and effectiveness. The spray format, with its impressive power and ease of use, is swiftly gaining traction, primarily due to its efficiency in wiping and rinsing.
Cif is actively expanding its market by not only targeting women, the traditional users of sprays, but also catering to the growing demographic of men adopting these products. By encouraging consumers to explore spray usage in various areas beyond just the kitchen and bathroom, and by identifying fresh opportunities for application, Cif is one of the leading players enhancing its market share and contributing to the overall growth of this segment.
