Lowe launches work that rebrands Jif to Cif

Lowe Lintas has created a new campaign for Lever Faberge's Cif - the cleaning product formerly known in the UK as Jif.

Lowe Lintas has created a new campaign for Lever Faberge's Cif - the cleaning product formerly known in the UK as Jif.

The press and TV work will break on 22 January and will announce the name change.

The TV ad, titled 'impossible', aims to show how difficult it would be to get people from other countries to follow the UK's example and use the Jif name instead of Cif.

In the TV spot, a hapless researcher is shown travelling the globe in an effort to find someone who can correctly pronounce Jif. The task proves so unsuccessful that the only alternative is for the brand name to be changed to Cif in the UK. The ad ends with the strapline: 'Same great cleaning with a new, international name.'

In two-thirds of the 60 countries in which the product is sold, it is know as Cif because 'c' is easier to pronounce in several languages than 'j'. The campaign is meant to explain Lever's global strategy of focusing on its core brands.

Esra Erkal-Paler, the corporate relations manager for Lever Faberge, said: 'Cif is the most widely used brand name for Jif around the world.

The name change brings Cif closer to becoming a global brand behind which resources can be focused. This will enable us to innovate better and faster to meet consumers' needs now and into the future.'

The ads were written by Sam Heath and art directed by Frank Ginger. Simon Delaney directed the execution through Cowboy Films. Media is being handled by Initiative Media.



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