Lever Fabergé is rolling out a household cleaner called Cif Glass and Window Wipes, backed by a marketing campaign worth more than &£3m.
The launch follows the rebranding of Jif as Cif last year. Cif Glass and Window Wipes will be the first product to be launched in the UK under the brand’s new name.
Jif was renamed Cif in an attempt to align the brand’s identity across the globe. The move forms part of the company’s strategy of cutting its brand range from 1,600 to 400 (MW December 7). The product logo remains unchanged.
Launch TV and press ads have been created by Lowe Lintas, which created the &£2m launch campaign for the renamed Cif.
Cif brand manager Rick Lawrence says: “We changed the brand name to Cif to allow us to focus on delivering better and faster innovation. Cif Glass and Window Wipes is an example of this.”
The wipes, soaked in a fast-evaporating solution, will be available on shelves this week.
The product can also be sampled at www.homecifhome.com, a website created by Head New Media, which will be launched at the end of this month.