Lever Fabergé's Cif Cream household cleaner has had its first full-scale makeover for 28 years. The updated packaging, smoother formulation and new fragrance come 18 months after the brand name was changed from Jif to Cif in the UK to bring it into line with its international identity. On shelf now, the new look aims to give the cream the same image as the rest of the brand portfolio of Oxy-Gel and Bathroom Mousse. Support consists of a direct mail campaign which runs until next month, followed by a £1.5m TV and radio campaign and press ads from September. The company has also replaced Cif Oxy-Gel Crystal with a new Arctic Breeze fragrance. It will back this with another £1.3m of TV, press and radio ads and a direct mail campaign, starting next month. {{P&P }}