Abstract
Cif is a very old brand in its sector of cleaning product and has a very strong image, but is too much associated to restrictive and occasional use.
As a communication agency, I was asked to think about a new communication strategy which could make Cif appears as more usable, more easily and in order to give a true image to its brand, often used because our mothers used it.
Here is my presentation of Cif expectations.
Product's reality: Abrasive product, non user-friendly
Old fashioned, restrictive and occasional use
Product's reality: Efficiency adapted to a range of new uses. Best product on traditional surfaces such as bathroom and restrooms.
According to the case and the situation faced by the company, we propose two overall marketing objectives.
