Lever Faberge has handed The Red Consultancy responsibility for
consumer PR for its Cif cleaning products.
Cif, which was renamed from its British name Jif to tally with the name
used in other markets last year, is the UK's number two cleaning product
by sales volume. The agency's brief covers the full brand portfolio of
home and bathroom cleaning products.
The account was won following a competitive pitch believed to have
involved at least three other agencies.
Red's work will be headed by board director Ed Staples, reporting to Cif
brand activation manager Lisa Nixon. The brief is understood to be worth
a sizeable six-figure fee.
Red are to take a strategic role in Cif's 'Home Enjoyment' campaigning,
looking to combat what Staples described as 'limited amounts of public
interest in cleaning'.