CIF Miracle Clean is known for effortlessly cleaning over 100 different surfaces. Now it has pulled off another miracle – scrubbing “dirty mouths” to clean up monetisation for entertainment platforms. Droga5 and CIF are taking the brand’s cleaning concept into new media territory by sponsoring swear words on podcasts, TV shows, and livestreams – all to help clean up a big problem in humour nowadays: entertainment today is full of swearing, yet algorithms don’t always get the joke. Social media platforms like YouTube enforce strict policies, sometimes demonetising videos based solely on the number of curse words. Videos lose reach. Podcasts lose monetisation. Hosts lose deals, not to mention that brands don’t like to sponsor at all, due the fear of backlash.
While most brands shy away from explicit content, CIF saw an opportunity to turn the mess into something innovative – transforming censorship into sponsorship. Now, instead of the classic BEEP, listeners will hear the unmistakable CIIIIIF, reinforcing the brand’s expertise in cleaning everything and helping content avoid reduced reach or demonetisation.
The initiative debuted on Broxada Sinistra, one of the most promising podcasts today. The fun extended beyond the recording, sparking live engagement in the YouTube comments, where the episode amassed over 122,000 views and 10,000 interactions. The initiative will soon be featured on other major Brazilian podcasts, including CheveTalks, Missão PodDelas, Achismos, Inteligência LTDA, and Me Conte uma Fofoca. Podcasts have become an increasingly valuable platform for brands, offering a direct connection to an engaged audience. According to Stephanie Chan, YouTube’s Strategic Partner Manager, at SXSW 2025, YouTube currently reaches 1 billion monthly podcast viewers, with 84% of Gen Z listeners discovering new shows through the platform.
“In recent years, CIF has strengthened its connection with the entertainment world, finding creative and authentic ways to engage with its audience. This campaign is a fun and unexpected way to highlight the product’s effectiveness in tackling even the toughest dirt effortlessly—always making life easier for our consumers. Plus, we’re leveraging the growing influence of podcasts in Brazil as a key media platform to expand our reach, ensuring that even more people get to know and experience CIF Limpeza Milagrosa (Miracle Clean). We’ve embedded our core brand messages in a light-hearted and spontaneous way, proving that with CIF, cleaning can also be fun,” stated Mariana Gonçalo, marketing director at Unilever.
“Podcasters already use sound effects to mask swear words, ensuring their content retains reach and monetisation across platforms. Now, we’re ‘sponsoring’ these moments with CIF, replacing the classic BEEP with CIIIIIIF, reinforcing our brand positioning in a fun and lighthearted way. This allows CIF to seamlessly integrate into Brazil’s rapidly growing podcast scene, expanding our reach and relevance,” stated Ana Cavalcanti, executive creative director at Droga5 São Paulo.
The Dirty Mouth Sponsorship campaign in which CIF cleaned up the language of Craque Neto, one of Brazilian TV’s most notorious foul-mouthed personalities, during a YouTube livestreaming on Os Donos da Bola, the sports show he hosts on Band, and it cleaned up the 2025 Paulista Championship final between Corinthians and Palmeiras, in which Neto’s beloved Corinthians emerged, victorious.
Credits:
Creative Agency: Droga5 São Paulo, an Accenture Song company
CEO & Creative Chairperson: Felipe Simi
Co-CEO: Brisa Vicente
CCO: Rafael Ziggy
Chief Design Officer (CDO): Diego Limberti
Head of Design: Marina Cota
Executive Creative Director (ECD): Ana Cavalcanti
Executive Content Director: Vinícius Chagas
Creative Leader: Nayara Lima
Creative Team: Pedro Miranda, Lucas Abreu
Content Team: Kelly Neres, Thais Borges, Vinicius Chiconato, Luisa Siqueira, Luiza Vidal, Daniel Beoni, Murilo Carvalho
Community Managers: Lua Guerreiro & Gabriel Casagrande
Motion Designer: Yasmin Cruz
COO: Felipe Belinky
Chief Business Officer: Renata Cintra
Account Team: Daniel Mason, Otavio Santos, Mayara Medeiros and Alex Amorim
Production Team: Larissa Kubo, Lucas Cardoso, Tatiane Donatangelo, Nathália Ribas, Jéssica Rosa, Glória Gomes
Strategy Team: Gabriela Rodrigues, Ana Cortat, Mariana Cordeiro, Joaquim Trajano, Luciana David
Data Team: Matheus Facci & Gustavo Cruz
Broadcasting Team: Fabiane Abel, Fabíola Ribeiro, João Ceccopieri, Maria Eduarda Fortes and Leticia Chaves
Media Agency: Initiative Agency
Audio Production Company: Punch
Client: Unilever
CMO – Home Care Americas: Giovanna B Gomes
Media, Content & Influence Director – Home Care: Daniela Pereira
Marketing Director – Home Care: Mariana Gonçalo
Senior Marketing Manager – Home Care: Gabriela Lairana
Content & Influence Manager – Home Care: Camilla Ramoa
Media Manager – Home Care: Amanda Guida
Marketing Coordinator – Home Care: Felipe Mageste
Media Coordinator – Home Care: Giuliana Mancini
PR Coordinator – Home Care: Marcos Pola
