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Article: Cif initiative to lure 'Bridget Jones' women.(Lever Faberge launches campaign to target market cleaning products to young women)(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- January 11, 2002
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Lever Faberge is targeting the "Bridget Jones" generation of pre-family women with a major direct marketing campaign for household cleaning brand Cif in an effort to win over those who see cleaning as a low priority.
After rebranding from Jif to Cif last year (PM February 16, 2001), Lever has extended the brand to younger women.
Two new mailing executions, devised by MWL, focus on lifestyle habits among two streams of pre-family women, including ...