Lever Brothers is rebranding its cleaning fluid brand Jif as Cif in the UK to bring it in line with the rest of the world.
Jif is already called Cif in 39 of the 60 countries in which it is available. It will be relaunched next year with a TV and press ad campaign created by Lowe Lintas, supported by direct mail and in-store activity.
Jif was launched in the UK in 1974. According to recent figures from market research firm IRI, Jif Cream, Jif Mousse and Jif Bath & Shower Spray are all brand leaders in their sectors, with shares of 74%, 73% and 26% respectively.
The brand is unavailable in the US, where the Jif name belongs to a peanut butter brand owned by Procter & Gamble.