It is asking consumers to select who, if any at all, they think could best represent the brand’s message that “getting dirty can be fun”, from a list of 10 options.
Choices include celebrities such as survival expert Bear Grylls, rugby player Mike Tindall and Kim & Aggie as well as kid’s cartoon character Peppa Pig and non-celebrity mums and dads.
The site doesn’t specify whether one of the given options will go on to front its marketing activity, but that it will choose the way it chooses the ambassador.
It is also using the app to ask consumers what kind of “little extras” such as money off coupons, prizes or loyalty points, they would prefer from brands such as Cif.
The FMCG firm is also creating a Cif branded “alternative cleaning” guide using more than 200 cleaning tips crowdsourced via the brand site within the VIP app. It will be exclusively available to VIP members, who are being asked to help name it.
Unilever launched the VIP rewards scheme in August as a way to encourage consumers to interact with 11 of its core brands and “help guide the future on the brands you love” by giving feedback on initiatives such as product launches, packaging and marketing campaigns.
It used suggestions from VIP members to develop the PG Tips on-pack promotion magazine subscription giveaway in October.
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