Cif Promotes Its New Express Line with a Sleeping Beauty Story
Laura McQuarrie — May 5, 2014 — Marketing
References: themill & brandingmagazine
To announce the new range of Cif Express cleaners, Cif decided to weave the magical cleaners into an entertaining tale in the form of a Sleeping Beauty story. Considering that Disney's Maleficent will be coming out soon, Sleeping Beauty seems a smart choice of fairy tale for this commercial. Although there are no bad guys in this Cif fairy tale, Sleeping Beauty's biggest adversary is the dirt that's accumulated in her tower for centuries. For a quick cleanup, the princess applies Cif Express directly from the bottle to the floor, which seems to be even more effective than the work of a fairy's magic at cleaning up messes.
With the floor sparkling in seconds, Sleeping Beauty has enough time to get herself all dolled up and ready to greet her prince for the perfect happily ever after.
With the floor sparkling in seconds, Sleeping Beauty has enough time to get herself all dolled up and ready to greet her prince for the perfect happily ever after.
Trend Themes
1. Storytelling Marketing - Cif's use of a fairy tale story in their floor cleaner ads demonstrates the trend of storytelling marketing to engage and entertain consumers.
2. Product Integration - The integration of the Cif Express cleaners into the Sleeping Beauty story highlights the trend of product integration in advertising to create a seamless connection between the product and the story.
3. Quick and Effective Cleaning - The emphasis on Cif Express as a quick and effective cleaning solution reflects the trend of consumers seeking efficient cleaning products for their homes.
Industry Implications
1. Cleaning Products Industry - The use of storytelling marketing and product integration in the Cif Express ads presents disruptive innovation opportunities in the cleaning products industry to create unique and engaging advertisements.
2. Entertainment Industry - The collaboration between Cif and the Sleeping Beauty story opens up disruptive innovation opportunities in the entertainment industry for brands to integrate their products into popular narratives.
3. Advertising Industry - The success of Cif's storytelling marketing approach in their floor cleaner ads suggests disruptive innovation opportunities in the advertising industry to revamp traditional advertising methods and incorporate more storytelling elements.
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