Client: Cif - Agency: Droga5
CIFanatics
The crazier the fans,
the greater the brand
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How a fanatic fandom drove us crazy enough
to change our brand forever.
Cif kept talking about cleaning 100+ surfaces, just like every other cleaning (boring) brand.
Meanwhile, the internet had gone much further, joking we could clean dirty mouths, dirty names,
bad decisions and even people's past.
Instead of correcting them, we handed them the brand and let them take control of our story, turning every meme into marketing decisions over three years.
