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Case Study - CIF and How clean is your house?

Provided by Channel 4 Television
Cif re-established itself as the authority brand for household cleaning by sponsoring Channel 4's How clean is your house?

Tell us about the Opportunity / What is it?

In a cluttered market Cif wanted to re-establish itself as the authority brand for household cleaning and to reinforce its tough cleaning credentials. MGA Broadcasting said " Our brief was to find a TV sponsorship opportunity that would complement, entertain and be able to effectively communicate the Cif range to both their current and potential consumers. How Clean is Your House met the brief perfectly".

What is the Marketing Objective?

Increase loyalty.

How does it work?

Channel 4's How Clean Is Your House is a key programme for Cif; in the first two series over 40% of UK housewives have tuned in to the programme. How Clean Is Your House is an excellent fit with Cif's "tough cleaning made easy" slogan and gave Cif the opportunity to demonstrate its versatile range of products - Cream, Oxy-Gel and Bathroom.

Who's used it in the past?

Please visit for further information on how other brands have linked with our sponsorships.

Features / Benefits

Research revealed that the sponsorship had been extremely successful in raising awareness amongst the target audience. Propensity to purchase Cif Oxy-Gel liquid in the future had increased significantly by the end of the sponsorship. "The sponsorship of How Clean is your House reinforces Cif's tough cleaning credentials in an interesting and engaging way. The partnership also establishes Cif as the authority brand for household cleaning by highlighting the versatility and cleaning performance of the brand.." CIF brand manger.

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