UNILEVER EXPECTS to stimulate growth in the household cleaning products market by introducing Cif, the leading household cleaning brand in Europe, for the first time in Thailand.
Cif will be introduced this month along with “Cif Cream” – a multipurpose cleaner that helps remove stubborn stains from various small surfaces. Cif is formulated to help tackle tough dirt and stubborn stains such as burn marks, lime scale, grease, and soap residue, the company said. The multipurpose cream can tackle various surfaces in the bathroom and kitchen as well as nearly every kind of household surface to keep them sparkling clean, Unilever said.
With the launch of Cif, Unilever expects to penetrate the multipurpose cleaning products market 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 and aims to create greater consumer awareness of the Cif brand.
Janunya Maekwattana, homecare director at Unilever Thai Trading Ltd, 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 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.”