Unilever renames Jif in global alignment move

Unilever is renaming cleaning cream Jif as “Cif” in an attempt to align the brand across the globe.

The move formed part of Unilever’s strategy of paring its brand range down from 1,600 to 400 (MW February 24). The company is set to throw &£1bn behind marketing its core brands.

Jif is known as Cif in more than 80 per cent of markets where the Lever Bros product is sold. Jif is still available in the UK, Northern Ireland and Holland, among other markets.

Jif will be replaced in stores from January in the UK, and in other markets throughout next year. The UK launch of Cif will be supported by a &£2m TV campaign created by Lowe Lintas, as well as by direct mail and in-store activity. The product logo and range will be unchanged.

A spokeswoman for Unilever says: “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 marshalled, so enabling us to innovate better and faster to meet consumers’ needs.”

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