Cif is redefining the household cleaning category with the launch of Cif Infinite Clean – an all-in-one spray powered by probiotics. The science-backed range, which is available in three fragrances, has been developed to meet the needs of consumers looking for an all-in-one cleaning spray that can be used anywhere in the home.
Shoppers are looking for products that cater to their evolving needs and changes in lifestyle, according to Unilever consumer insight, as the home has become more important than ever. This is being driven by a greater emphasis on work-life balance and many people continuing to work from home. All-in-one cleaning sprays need to be highly effective on all surfaces, easy to use and have a premium fragrance.
Cif Infinite Clean leverages Unilever’s cutting-edge, patent-pending probiotic technology to transform home cleaning. The probiotics used in the cleaning formula remain inactive until they encounter dirty surfaces, where they germinate and feed on grime. The probiotics continue to target dirt after the spray has been used, reaching hard-to-clean areas for a thorough clean that lasts up to three days.
The innovative formula delivers a powerful clean across surfaces in the home including kitchen worktops, glass and mirrors and electronic equipment. It can also be used to tackle bad smells with long-lasting odour protection on soft furnishings such as sofas, cushions and carpets.
Cif Infinite Clean has a continuous "mist-technology" trigger system to deliver the probiotic cleaner evenly across all surfaces. It will be available in a "reload" format, with a convenient reusable spray device which allows shoppers to swap out the cylinder-shaped canister across the range. The reusable spray device has a three-year guarantee.
“Powered by probiotics, Cif Infinite Clean redefines the way consumers think about cleaning," said Sophie Brooke-Jones, Home Care UK&I Home & Hygiene Lead and Home Care Net Revenue Management Lead at Unilever. "Developed in response to evolving cleaning needs, this forward-thinking innovation does exactly what it says and allows shoppers to clean many surfaces in their home. Cif Infinite Clean is a versatile product that delivers an exceptional, long-lasting clean and a great fragrance that lasts.
“We’re confident Cif Infinite Clean’s proposition will drive category growth and help retailers attract new shoppers, providing a premium product offering with clear consumer benefits.”
Cif Infinite Clean is available in Lime & Lemongrass, Lavender & Eucalyptus and Sensitive Lotus & Mineral Salt variants. Each of the three variants come in futuristic, eye-catching packaging, offering unmissable standout on shelf.
The launch is backed by a multi-million-pound media investment, spearheaded by several influencer partnerships as part of Unilever’s social-first strategy. A comprehensive ATL campaign will also go live from May to October across TV, YouTube, broadcast video on demand and OOH. In-store, Cif Infinite Clean will be unveiled with distinctive POS executions including aisle takeovers to help boost visibility and shopper interest in the home care aisle.
Cif Infinite Clean is now available in 280ml and 590ml formats.
