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Cif Limpa Nome na Serasa
Cif Limpa Nome na Serasa takes a years-old running joke from Cif's social comments ("Cif cleans everything, now clean my name") literally. Cif teamed up with Serasa, Brazil's credit bureau, to turn a shelf promotion into a debt-renegotiation tool: buying participating Cif products and registering the receipt entered shoppers into daily and weekly cash prize draws and sent them straight to Serasa's Limpa Nome platform to settle what they owed. Economist Gil do Vigor fronted a TV film, shown during Big Brother Brasil 26 breaks, in which he gives Serasa's mascot Boletinho a "premium bath"; OOH personalised with real Brazilian names, regional and in-store activations, digital content and finance creators carried it further. Instead of a price discount, the promo budget funded renegotiation: R$7 million in debts negotiated between 15 March and 30 April 2026, more than 200,000 people helped, and Cif Limpeza Milagrosa sales up 15.6%. The work won Gold and Silver Lions in Brand Experience & Activation at Cannes Lions 2026.
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