Cif or Tail?

The digital campaign “Cif or Tail?” is one of several initiatives launched for Cif, a multi-purpose surface cleaning brand owned by Unilever, executed by Badkoobeh Agency in Iran. Building on the foundation of Cif’s previous campaign from 2017, “Cif or Tail?” introduces new objectives and challenges. The campaign effectively highlights the capabilities of Cif products, emphasizing the cream's ability to tackle tough stains easily and the spray's quick stain removal.
Beyond promoting product benefits, “Cif or Tail?” conveys a significant cultural message by challenging the stereotype that household chores are solely a woman's responsibility. At its launch, Cif was among the first brands to address this issue in its advertising.
The title “Cif or Tail?” employs a clever wordplay on “head or tail,” adding a lighthearted touch to the campaign. The slogan “Together, Tough Tasks Become a Breeze” encapsulates the campaign's strategy, which focuses on educating couples about the importance of collaboration in household tasks. By encouraging couples to view chores as a shared and enjoyable activity, the campaign aims to foster a more equitable division of labor at home.
Overall, “Cif or Tail?” successfully combined product promotion with a cultural shift, making it a noteworthy campaign in the realm of household cleaning products.