The brand will make its debut at the festival and plans to invest in actions for the public, in addition to OOH activations and an influencer squad
Cif is expanding its presence in the music and entertainment scene and will make its debut at Rock in Rio Brazil this year. To celebrate the event, the brand will have an interactive stand and activations, such as a reinterpretation of the 1985 tennis monument.
In the campaign, the brand will showcase a version of the attraction, but without the mud marks and weather to reinforce the campaign message “It looks like a miracle, but it’s Cif”. In addition, Cif will invest in OOH media activations and an e-commerce plan throughout the seven days of the event.
“Cif’s presence at the festival seeks to expand consumer knowledge about the benefits of the product and highlight its versatility, which works miracles from your home to the sneakers and bag you use at the event. To this end, for the first time in the four decades of the festival, the iconic monument on Route 85 will be cleaned,” explained Gabriela Lairana, Cif’s Marketing Manager.
The brand also plans to invest in an influencer, media and social media squad to be present throughout the entire consumer journey.
