Unilever’s Cif brand has launched Infinite Clean, an all-in-one spray powered by probiotics that can be used anywhere in the home.
The company claims its patent-pending probiotic technology will transform home cleaning. The probiotics used in the formula remain inactive until they encounter dirty surfaces, where they germinate and feed on grime. The probiotics continue to target dirt up to three days after the spray has been used, reaching hard-to-clean areas.
Cif Infinite Clean can be used across surfaces in the home, including kitchen worktops, glass and mirrors, and electronic equipment. It can also be used to tackle bad smells with long-lasting odour protection on soft furnishings such as sofas, cushions and carpets.
The product has a continuous ‘mist-technology’ trigger system to deliver the probiotic cleaner evenly across all surfaces. It will be available in a ‘reload’ format, with a reusable spray device which allows shoppers to swap out the cylinder-shaped canister across the range. The reusable spray device has a three-year guarantee.
“Powered by probiotics, Cif Infinite Clean redefines the way consumers think about cleaning,” said Sophie Brooke-Jones, Home Care UK&I Home & Hygiene Lead and Home Care Net Revenue Management Lead at Unilever.
“Developed in response to evolving cleaning needs, this forward-thinking innovation does exactly what it says and allows shoppers to clean many surfaces in their home. Cif Infinite Clean is a versatile product that delivers an exceptional, long-lasting clean and a great fragrance that lasts.
“We’re confident Cif Infinite Clean’s proposition will drive category growth and help retailers attract new shoppers, providing a premium product offering with clear consumer benefits.”
Cif Infinite Clean is available in Lime & Lemongrass, Lavender & Eucalyptus and Sensitive Lotus & Mineral Salt variants, with 280ml and 590ml formats.
The launch will be backed by a multi-million-pound media investment, spearheaded by several influencer partnerships as part of Unilever’s social-first strategy. An ATL campaign will also go live from this month to October across TV, YouTube, broadcast video on demand and OOH. In-store, Cif Infinite Clean will be unveiled with distinctive POS executions, including aisle takeovers to help boost visibility and shopper interest in the home care aisle.
