Client: Cif - Agency: Droga5
CIFanatics
The crazier the fans,
the greater the brand
Scroll ↓
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 jokes, and even dirty past.
Instead of correcting them, we handed them the brand and let them take control of our own strategy for three years.
