DIRECT: Cif picks MWL for DM campaign

Lever Faberge is backing the launch of its Cif Glass and Window

Wipes product with a direct marketing campaign created by brand response

agency MWL.

The DM sampling and door-to-door push, which will hit 250,000 homes this

month, is intended to reinforce the FMCG giant's commitment to the new

Cif name and raise awareness of the glass-cleaning product. Lever

Faberge is targeting a category of consumers it calls 'convenience

junkies', with data taken from the Jigsaw database.

Cif Glass and Window Wipes is being positioned as a product to ease the

task of cleaning glass.

The MWL mailing, which includes a 30p-off voucher, follows the creative

theme of the brand's press ad campaign. The mail-out shows children

kissing through a glass door and smearing their hands on the glass.

The copy tells consumers that with Cif Glass and Window Wipes, 'You can

try a more hands-on approach, because your home is for living, not just

for cleaning'.

"Cleaning glass is rated as one of the most disliked household chores as

it involves several stages, so there is a reluctance to maintain clean

glass surfaces," said a Lever Faberge spokesman. "The product allows

people to wipe away marks easily."

MWL has created a number of campaigns for Lever Faberge, including

Persil ads featuring supermodel Naomi Campbell in underwear and a pair

of rubber gloves.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer