Lever Faberge is backing the launch of its Cif Glass and Window
Wipes product with a direct marketing campaign created by brand response
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
"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.