Cif – Big Messes, Easy Fixes / Spray

For years, Cif operated under the global “Hello Beautiful” tagline; polite, polished, and safe. But for this relaunch, we pivoted to a strategy that was more offensive, more local, and much more relevant. We traded the polite greeting for a melodic slogan, using a series of jingle-based TVCs to cut through the noise.

This specific spot captures the “New Style” of Cif. Since we were introducing the Cif Cream Spray rather than the classic cream, we moved away from traditional tropes in favor of a younger, more dynamic visual language.

You can watch the Cif Cream film from the series right here.