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Cif and Scrub Daddy: a perfect partnership for growth


Cif is launching a line of co-branded products across the world with Scrub Daddy, the maker of fun and innovative cleaning tools including sponges and scouring pads. It’s a move with significant growth potential as it marks Cif’s entry into a new category and the US market.

A selection of Cif Cream products together with Scrub Daddy sponges and scouring pads

Cif has entered into a partnership with Scrub Daddy, one of the fastest-growing household care start-ups in the US and maker of innovative and fun cleaning tools such as its smiley-faced, texture-changing sponge, which has become a social media phenomenon.

The partnership is forged by Unilever International, the global business unit that focuses on building new white-space opportunities, and will focus on the marketing and distribution of Cif Cream co-branded products.

It will enable Cif to fast-track its entry into the cleaning tools segment, which is an entirely new area for the brand. This also serves as a way for Cif to enter the US market for the first time via digital commerce, with a view to unlocking future potential growth opportunities for the brand.

Why this is a perfect match

Launched ten years ago, Scrub Daddy has achieved sales which have consistently doubled year-on-year and recently crossed the $670 million mark in sales, and its products are now available in more than 20 markets worldwide.

It’s hugely popular on social media, with the highest number of followers in the cleaning category across TikTok and Instagram. As one of the most viral brands on TikTok, with over 3 million fans, its over-the-top videos and storytelling will help us build strong content for our own channels.

“This partnership is the perfect match,” says Kewal Sanghvi, Senior Business Development Manager at Unilever International. “Both brands are well-known for making high-performance cleaning products in their respective areas of expertise, so together they offer a great combination for consumers.

“Scrub Daddy’s product innovation, in both material and design, will help Cif build brand recognition through association. And its digital presence will enable Cif to reach exponentially more consumers on social media. We’re really excited to see how this partnership develops.”

The partnership officially kicked off in the US and Singapore in January, and will roll out in other markets across Asia, Europe, the Middle East and the Americas throughout the year. In the future, the plan is to collaborate on co-developing innovative new products.

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