How do you show how well Cif tackles mess?

Cif’s cream cleaning range was facing a significant challenge, having lost ground to the growing popularity of spray cleaners.

I led the development of the campaign and overarching strategy to reposition the brand and identify a fresh territory for growth: embracing the mess created by children’s everyday adventures. The ultimate mess makers.

By aligning the brand with relatable, family-focused storytelling, we successfully connected Cif to a new audience segment.

The campaign included a suite of content, including TV commercials and idents, which aired across key Channel 4 programming and of course social content.