Launched in the 1960s, Cif Cream Cleaner has consistently evolved to match consumer needs, and now, 60 years on, it’s gone viral on TikTok. Here’s how Cif crafted a winning formula for a beloved household brand.
With an eye on younger consumers, Cif is leveraging TikTok to connect with Gen Z and millennial audiences, a growing and increasingly influential shopper group. Since its debut in France in 1965, Cif Cream has transformed household cleaning with its gentle, non-scratch formula designed for modern surfaces like stainless steel and enamel.
Through decades of innovation, Cif has adapted to shifts in consumer preferences by enhancing its formula, updating packaging, and revamping its marketing strategies. Today, it’s a versatile powerhouse embraced by a new generation.
Continuous Innovation to Meet Consumer Needs
Initially formulated with calcium carbonate as a mild abrasive, Cif Cream was designed to tackle dirt without damaging surfaces. In 2017, Cif updated the formula, replacing calcium carbonate with natural microcrystals engineered for optimal cleaning power, even on delicate surfaces.
Cif’s evolution reflects ongoing consumer insights. In 1983, a gentler calcite improved performance on softer surfaces; in 1990, a raised spout and slimmer bottle enhanced convenience; and in 2006, a trigger spray met growing consumer demand.
“From its beginnings in France, Cif has become a globally recognized brand known under various names, like Viss and Handy Andy, depending on the region,” says Millie Cooper, Cif’s Senior Marketing Manager. “Driven by a deep understanding of consumers’ needs, Cif has pioneered household cleaning with innovative science and technology.”
Reaching a New Generation
To connect with younger shoppers, Cif has strategically engaged with #CleanTok, TikTok’s vibrant cleaning community. Its “Satis-hack-tion” campaign, set to DJ Benny Benassi’s hit “Satisfaction,” featured real-life cleaning hacks to highlight Cif Cream’s versatility. The campaign resonated with Gen Z and millennials, garnering over 300 million impressions and more than 2 million engagements, contributing to a 17% sales boost in France alone.
“Cif is a brand with a rich heritage, and its longevity lies in its ability to adapt,” adds Millie Cooper. “Tapping into #CleanTok allows Cif to connect with a new generation and refresh its image for a whole new demographic.”
A New Era in Brazil
Now available in over 75 countries, Cif Cream is also gaining traction in Brazil, where the home and hygiene market presents significant growth potential. Historically, Cif struggled with low brand awareness in Brazil. However, in 2022, a rebranding effort led to the product’s redesign as “Miracle Clean,” featuring a premium look.
Cif also launched a multi-platform marketing campaign, including a sponsorship of Brazil’s Big Brother. Viewers could scan QR codes during the show to purchase Cif products, driving impressive growth for the brand. Over 18 months, Cif doubled its size and set record highs in market share, fueled by Cif Cream’s expanding presence in the cream cleaner market.
