Lever Fabergé is overhauling its Cif portfolio with a new fragrance and pack size for Cif Oxy-Gel and revamped packaging for Cif Cream.
A £2m marketing spend is earmarked to back Oxy-Gel’s new bright pink Wild Orchid variant and new one-litre
packs. Activity will be spearheaded by TV advertising next month, backed by press and poster ads, PoS material, a direct mail campaign and sampling.
Cream will get £1.2m support to back its new packaging, which features simpler graphics and more distinctive pack colours. TV ads hit screens at the end of this month, backed by radio commercials, with a second TV burst later in the year.

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