During a period of declining purchasing power and prioritizing savings, Cif offered a lasting solution instead of promotions: Power&Shine sprays with 50% cheaper, sustainable concentrate refills containing 75% less plastic.
The packaging was simplified with clear "TWIST-SHAKE" instructions. A catchy jingle adapted from a traditional song and fun films starring Burçin Terzioğlu attracted attention.
A TikTok challenge and digital ads boosted engagement, proving that Cif could differentiate without promotions.