"In the evolving landscape of consumer goods, particularly within the homecare sector, Cif Creams faced a pressing challenge: while revered by older generations for its efficacy and reliability, its resonance with younger consumers-Millennials and Generation Z-was waning, reflected in declining penetration rates across European markets. This trend not only highlighted a market challenge but also unveiled a significant growth opportunity."
""Sat-Cif-Faction" was conceived with the dual ambition of reversing this trend and fostering deeper connections with these younger demographics, driving reappraisal through subverting expectations through humor - while addressing the main purchase barrier - demonstrating usage. Specifically, the campaign aimed to grow market penetration by an ambitious +500 basis points. This initiative was underpinned by a comprehensive understanding of our target audiences' attitudes toward cleaning and Cif Creams, identifying clear barriers to engagement: a lack of product use cases awareness,"
Cif Creams faced declining relevance among Millennials and Generation Z despite strong appeal to older consumers, leading to falling penetration across Europe and a clear growth opportunity. Sat-Cif-Faction aimed to reverse penetration decline and forge stronger bonds with younger demographics by subverting expectations with humor and visibly demonstrating product usage. The campaign targeted a +500 basis-point penetration uplift and addressed identified barriers: low awareness of product use cases, preference for digital-first communication, and budget constraints preventing TV advertising. Strategy pivoted to a digital-first approach centered on social media, short-form video, and streaming platforms to reach younger audiences effectively.
Read at The Drum
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