Unilever’s Cif cleaning range is launching a line of co-branded products across the world with Scrub Daddy, the maker of innovative cleaning tools, including sponges and scouring pads. The move marks Cif’s entry into a new category and the US market.
Launched ten years ago, Scrub Daddy has achieved sales which have consistently doubled year-on-year and recently crossed the $670m mark. Its cleaning products, such as its smiley-faced, texture-changing sponge, are now available in more than 20 markets worldwide and have become a “social media phenomenon”.
The partnership was forged by Unilever International, the company’s business unit that focuses on building new white-space opportunities. It will focus on the marketing and distribution of Cif Cream co-branded products.
The move is expected to enable Cif to fast-track its entry into the cleaning tools segment, which is a new area for the brand. It 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.
“This partnership is the perfect match,” said 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 has officially kicked off in the US and Singapore, and will roll out in other markets across Asia, Europe, the Middle East and the Americas throughout the year. In the future, the two brands plan to collaborate on co-developing new products.
