Unilever expects to stimulate growth in the household cleaning product market by introducing Cif, the leading European household cleaner brand, for the first time in Thailand in September 2016. Cif is introducing itself with its leading hero product "Cif Cream" – a multipurpose cream cleaner that helps remove stubborn stains from various small surfaces. Whatever the cleaning task, Cif is the perfect solution. It's formulated to help you tackle tough dirt and stubborn stains such as burn marks, lime scale, grease, and soap residue. This multipurpose cream offers unbeatable cleaning power for tackling various surfaces in the bathroom and kitchen as well as nearly every kind of household surface to keep them sparkling clean. With the launch of Cif, Unilever expects to penetrate the multipurpose cleaning product market segment by targeting urban consumers who tend to have greater purchasing power. Focusing on market channels such as leading supermarkets and online, the "Together We Can Make Bangkok Clean and Shiny" campaign will support the launch, while generating broader consumer awareness of the Cif brand.
Ms. Janunya Maekwattana, Homecare Director at Unilever Thai Trading Limited, said, "Cif has been the best-selling abrasive cleaning product in Europe for a long time. As a multipurpose cream, it is able to clean almost every kind of household surface. Unilever is introducing Cif in Thailand for the very first time, targeting urban residents 25 years and older, as they tend to pursue convenient, speedy, yet well-off lifestyles. They are most likely to own a condominium or a single home, and both types of accommodations require an effective cleaning solution for every kind of surface. When it comes to cleaning and providing special care to all types of household surfaces, Cif is the product that ticks all the right boxes."
Cif is Europe's leading multipurpose cleaning cream for all types of surfaces and is sold in over 20 countries including England, Italy, Austria, Switzerland, Denmark, Sweden, Australia, New Zealand, Japan, Brazil, China, and Singapore. It is specially formulated to tackle tough cleaning tasks such as scrubbing kitchen appliances, sinks, ceramic lavatories, tiles, bathtubs, showers, and almost every other kind of household surface including laminates, ceramics, stainless steel, and chromium. Cif contains a micro particle called soft calcium carbonate which enables it to remove stubborn stains and keep surfaces clean and gleaming without damage. It's easy to use – just apply Cif to a dry surface using a damp cloth, then simply wipe it off to clean the surface. Cif is available in a 725g size for 99 baht, and comes in two different variants, which are Cif Cream Original (White) and Cif Cream Lemon (Yellow).
"Thailand's home cleaning product market is now worth an estimated 2.5 billion baht," said Ms. Janunya. "However, the multipurpose cleaner category only holds a small portion of this market, worth approximately 90 million baht. Most of the products in this category are available through direct sales channels and typically cost around 200-300 baht. A 725g bottle of Cif multipurpose cream costs only 99 baht and offers European-quality cleaning power. We are confident that Cif will quickly receive an overwhelmingly positive response from Thai consumers. We are currently distributing Cif through leading supermarkets nationwide including Tesco Lotus, Big C, Tops, The Mall, and Max Value."
It's a tradition for a unique cleaning activity to accompany Cif product launches worldwide. This started in Kuala Lumpur, Malaysia, with a cleaning activity that took place in the 120-year-old Central Market bazaar, which sells local and tribal souvenirs. Similar activities then swept the globe, cleaning cities' monuments, statues, and landmarks including the Edsa Shrine and People Power monument in Manila, Philippines; the National Monument "Monas" in Jakarta, Indonesia; and the 36-meter-tall Christ the Redeemer statue in Rio de Janeiro, Brazil.
In Thailand, Cif collaborated with the Bangkok Metropolitan Administration to invite 150 volunteers including nationally-renowned actresses Khemanit "Pancake" Jamikorn and Pornchita "Benz" Hiranyasthiti to join a cleaning activity at the King Rama VI statue in front of Lumpini Park, Pathumwan, with the aim of ensuring clean and pleasant landmarks when tourists visit. The activity also included cleaning twentytuk-tuks, a vehicle symbolic of Thailand, to demonstrate how Cif's cleaning power can easily keep this mobile symbol sparkling clean.
To support the launch, Cif's marketing communication strategy will target urban consumers. It includes demonstrating Cif at large Bangkok condo complexes and setting up activity booths in leading supermarkets. In addition, the Cif Thailand YouTube channel will reveal some secret cleaning tips for removing hard and persistent stains from 1 September 2016 onward.
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