After years of jokes, memes and comments across social media saying that Cif cleans everything – except people’s financial lives, Droga5 and Cif decided to take the internet seriously. In Brazil, people don’t say they have bad credit. It you have unpaid debts and negative credit records you have a “dirty name”. Cif is known for cleaning on over 100 surfaces. Cif Miracle Clean is now going beyond household messes to help clean people’s financial records.
In an unexpected partnership with Serasa, Brazil’s leading credit bureau, Cif turned an online joke into a real solution. It launched a special-edition product with the chance to win daily and weekly prizes to negotiate and pay off debts – proving that Cif can clean even what no one expected.
The initiative aims to support part of Brazil’s 81.3 million consumers currently in debt, nearly half of the adult population (49.66%), according to Serasa’s latest Debt Map. Debts negotiated through Serasa Clean Your Name, Brazil’s main debt negotiation platform, have an average value of R$795 (approximately AU$215). To prove that it can clean even debts “without effort,” the campaign offers prizes of up to R$1,000 per week (approximately AU$270) and R$500 (approximately AU$135) per day, helping consumers settle outstanding balances and make a real fresh start.
“Cif has always worked with the playful and functional universe of cleaning, transforming an everyday task into something light and fun. Added to that, we are a brand that pays attention to the conversations of its community. Cif Clean Your Name and our partnership with Serasa are born from the meeting of these two narratives, transforming these recurring comments into a creative idea and a benefit for the consumer,” stated Gabriela Lairana, senior marketing manager at Unilever. “Listening to our community, we realised that the biggest ‘dirt’ people wanted us to clean wasn’t at home. It was in their financial lives.”
“Debts are part of the reality of millions of Brazilians, and creative initiatives like this help expand the dialogue about debt negotiation and financial organisation. By bringing together two brands around an idea that was born on the internet, we are able to transform humour into an invitation for more people to seek solutions and regain control of their financial lives,” added Eduardo Martinelli, executive marketing manager at Serasa.
The promotion, running through April 30, is expected to benefit more than 3,000 consumers.
“People kept saying Cif cleaned everything — it just didn’t clean their ‘name,’” stated Rafael Ziggy, CCO of Droga5 São Paulo. “So we took the joke literally. And when a cleaning brand takes a meme seriously, you end up cleaning more than surfaces.”
Credits:
Creative Agency: Droga5 São Paulo
CEO & Creative Chairperson: Felipe Simi
Co-CEO: Brisa Vicente
Chief Creative Officer: Rafael Ziggy
Chief Design Officer: Diego Limberti
Head of Design: Marina Cota
Executive Creative Director (ECD): Ana Cavalcanti
Creative Leader: Nayara Lima
Art Direction: Pedro Miranda, Eduardo Diniz
Copywriters: Lucas Abreu, Gabriel Lima
Content Team: Kaerre Neto, Camilla Pinho, Amanda Avena, Daniel Beoni, Paula Carvalho
Chief Operating Officer (COO): Felipe Belinky
Chief Business Officer: Renata Cintra
Client Services: Daniel Mason, Otavio Santos, Mayara Medeiros
Chief Production Officer: Larissa Kubo
Head of Production: Stella Gafo
Production Director: Eduardo Machado
Producer: Pamela Santos
Project Management: Lucas Cardoso, Tatiane Donatangelo, Daize Correia de Brito
Strategy Team: Ana Cortat, Mariana Cordeiro, Henry Augusto Mira, Joaquim Trajano, Luciana David
Data Team: Dênis Matos, Matheus Facci, Leticia Figueiredo, Joely Nunes
Head of Communities & Influence: Bárbara Raffaeli
PR Specialist: Letícia Chaves
Community & Influence Specialists: Maria Eduarda Fortes, Gustavo Prandini, João Ceccopieri
Client: Unilever (Cif)
Campaign Partner: SERASA
Agency: Serasa In-house
Influencer Agency: BR Media Group
Media Agencies: Initiative & Cadastra
Consultancy: Biosphera Omnicommerce
Production Company: Genco Film
Director: André Vidigal
Executive Producers: Leyla Fernandes, João Carvalho
Director of Photography: Thiago Beck
Production Director: Renato Salmaso
Producer: Juliana Souza
1st Assistant Director: Gustavo Oliveira
Director of Photography: Gabriel Borges
Audio Production: Berimbau Studio
