CIF Becomes the Official Sponsor of “Dirty Mouths,” Turning Censorship into Sponsorship

Samp227o Paulo April 3 2025 amp8211 CIF Miracle Clean known for effortlessly cleaning over 100 different surfaces from stovetops to sneakers has pulled off yet another miracle scrubbing quotdirty mouthsquot to clean up monetization for entertainment platforms In a bold activation CIF is taking its cleaning concept into new media territory by sponsoring swear words on podcasts TV shows and livestreamsAll to help clean up a big problem in humor nowadays entertainment today is full of swearing yet algorithms donamp8217t always get the joke Social media platforms like YouTube enforce strict policies sometimes demonetizing videos based solely on the number of curse words Videos lose reach Podcasts lose monetization Hosts lose deals Not to mention that brands don39t like to sponsor at all due to the fear of backlashWhile most brands shy away from explicit content CIF saw an opportunity to turn the mess into something innovative transforming censorship into sponsorshipIn the world of podcasts and entertainment where swearing is often covered by the classic beep CIF is changing the game Now instead of a BEEP listeners will hear the unmistakable CIIIIIF reinforcing the brandamp8217s expertise in cleaning everything even the dirtiest mouths Instead of the usual censoring sounds swear words will now be replaced by CIFamp8217s signature sound So in that way by replacing traditional censoring sounds CIF ensures that content featuring strong language remains monetized avoiding reduced reach or demonetizationThis groundbreaking initiative debuted on Broxada Sinistra one of the most promising podcasts today and will soon be featured on other major Brazilian podcasts including CheveTalks Missamp227o PodDelas Achismos Inteligamp234ncia LTDA and Me Conte uma FofocaThe censoring beep has always been a hallmark of some of the most spontaneous and hilarious moments in entertainment Many podcasters have also found creative ways to mask swearing to avoid issues with monetization and content reachPodcasts have become an increasingly valuable platform for brands offering a direct connection to an engaged audience According to Stephanie Chan YouTubeamp8217s Strategic Partner Manager at SXSW 2025 YouTube currently reaches 1 billion monthly podcast viewers with 84 of Gen Z listeners discovering new shows through the platform This highlights the growing potential of podcasts as a powerful tool for brands to connect with a young highly engaged audience using authentic and easily engaging formats to create more direct and personalized communicationamp8220In recent years CIF has strengthened its connection with the entertainment world finding creative and authentic ways to engage with its audience This campaign is a fun and unexpected way to highlight the productamp8217s effectiveness in tackling even the toughest dirt effortlessly always making life easier for our consumers Plus weamp8217re leveraging the growing influence of podcasts in Brazil as a key media platform to expand our reach ensuring that even more people get to know and experience CIF Limpeza Milagrosa Miracle Clean Weamp8217ve embedded our core brand messages in a lighthearted and spontaneous way proving that with CIF cleaning can also be funamp8221 says Mariana Gonamp231alo Marketing Director at UnileverCreated by Droga5 CIFamp8217s communication agency in partnership with Initiative its media agency the campaign transformed the traditional beep into a branded sound The initiative debuted on Broxada Sinistra a podcast known for its bold humor and diverse guests averaging 2 million monthly views The episode entertained audiences with hilarious stories from the hosts who fully embraced the campaign by being even more unfilteredamp8212only to have their jokes promptly quotcleaned upquot with CIIIIF The fun extended beyond the recording sparking live engagement in the YouTube comments where the episode amassed over 122000 views and 10000 interactionsThe campaign will also extend to major podcasts like Missamp227o PodDelas 31 million subscribers one of the most popular femalefocused shows and Inteligamp234ncia Ltda 51 million subscribers ranked among Brazilamp8217s top 10 CIFamp8217s signature beep will also feature on other highprofile programs such as Achismos by Mauramp237cio Meirelles CheveTalks famous for its unique interviews inside a 1978 Chevette and Me Conte uma Fofoca where amp8220Brazilamp8217s most gossipsavvy LGBTQIAP duoamp8221 dishes on the latest celebrity newsamp8220Podcasters already use sound effects to mask swear words ensuring their content retains reach and monetization across platforms Now weamp8217re amp8216sponsoringamp8217 these moments with CIF replacing the classic BEEP with CIIIIIIF reinforcing our brand positioning in a fun and lighthearted way This allows CIF to seamlessly integrate into Brazilamp8217s rapidly growing podcast scene expanding our reach and relevanceamp8221 says Ana Cavalcanti Executive Creative Director at Droga5 Samp227o PauloThe quotDirty Mouth Sponsorshipquot campaign also included a digital activation that really got people talking CIF cleaned up the language of Craque Neto one of Brazilian TV39s most notorious foulmouthed personalities during a YouTube livestreaming on Os Donos da Bola the sports show he hosts on Band This helped amplify the campaignamp8217s reach and sparked viral reactions on social media In the content Neto gave his unfiltered take on Brazilamp8217s performance against Argentina one of the biggest rivalries in football and what was until now considered the biggest Brazilian football loss of the year The campaign also capitalized on the 2025 Paulista Championship final between Corinthians and Palmeiras which saw Netoamp8217s beloved Corinthians emerge victoriousCHECK THE FULL LIST OF SURFACES AT WWWCIFLIMPADORESCOMBR Always TEST ON AN INCONSPICUOUS AREA before use Read and follow the instructions on the label Do not apply on hot surfaces For foodcontact surfaces rinse thoroughly with clean water after cleaningCreative Agency Droga5 Samp227o Paulo an Accenture Song companyCEOCreative Chairperson Felipe SimiCoCEO Brisa VicenteCCO Rafael ZiggyChief Design Officer CDO Diego LimbertiHead of Design Marina CotaExecutive Creative Director ECD Ana CavalcantiExecutive Content Director Vinamp237cius ChagasCreative Leader Nayara LimaCreative Team Pedro Miranda Lucas AbreuContent Leader Kelly NeresContent Manager Thais BorgesContent Team Vinicius Chiconato Luisa Siqueira Luiza Vidal Daniel Beoni Murilo CarvalhoCommunity Managers Lua Guerreiro and Gabriel CasagrandeMotion Designer Yasmin CruzCOO Felipe BelinkyChief Business Officer CBO Renata CintraHead of Client Services Daniel MasonAccount Leader Otavio SantosClient Service Managers Mayara Medeiros and Alex AmorimChief Production Officer CPO Larissa KuboHead of Operations and Production Lucas CardosoProject Leader Tatiane DonatangeloProject Team Nathamp225lia Ribas Jamp233ssica Rosa Glamp243ria GomesChief Impact Officer Gabriela RodriguesChief Strategy Officer Ana CortatHead of Strategy and Data Mariana CordeiroStrategy Director Joaquim TrajanoStrategy Team Luciana DavidData ampamp Innovation Group Leader Matheus FacciData Science Gustavo CruzHead of Broadcasting Fabiane AbelBroadcast Leader Fabamp237ola RibeiroBroadcast Senior Joamp227o CeccopieriBroadcasters Maria Eduarda Fortes and Leticia ChavesMedia Agency Initiative AgencyBusiness Unit Lead Team ampamp Brazil Daniela FerroMedia Director Andreia DamascenoMedia Manager Katia LimaMedia Supervisor Caroline LegnaroMedia Planner Vanessa DantasAudio Production Company PunchSound Production PUNCH AUDIOProduction Mariano AlvarezExecutive Producer Lili D AragoniClient Service Ale Pais and Gabi TakanHead of Coordination Cristiane OliveiraProduction Coordination Karina Coviello and Thaamp237s CrisMixing and Finalization Gustavo Guanaes Ian Sierra and Rodrigo Tuchamp234Voice Talent John Galt and Luiza CasparyApproving Clients UnileverGiovanna B Gomes CMO Home Care AmericasDaniela Pereira Media Content ampamp Influence Director Home CareMariana Gonamp231alo Marketing Director Home CareGabriela Lairana Senior Marketing Manager Home CareCamilla Ramoa Content ampamp Influence Manager Home CareAmanda Guida Media Manager Home CareFelipe Mageste Marketing Coordinator Home CareGiuliana Mancini Media Coordinator Home CareMarcos Pola PR Coordinator Home CareAbout CifCif a home care brand from Unilever founded in 1969 revolutionized household cleaning Its flagship product Cif Limpeza Milagrosa effortlessly removes tough dirt from over 100 surfaces while Cif Derrete Gordura powerful degreasing foam tackles grease instantly In 2025 reinforcing the concept quotIt Looks Like Magic But Itamp8217s Cifquot the brand strengthens its presence in entertainment partnering with Big Brother Brazil for the third consecutive year After making history as the first cleaning brand to participate in Rock in Rio Brazil in 2024 Cif cemented its success and reinforced its commitment to innovative actions in the sectorIn addition to these standout products the portfolio also includes Cif Dishwashing Liquid and other products from the Specialists line such as Cif Kitchen Cif Mold Remover Cif Bathroom and Cif Glass Cleaner offering complete solutions for every part of the home Discover Cifamp8217s products and campaigns at wwwciflimpadorescombr Connect with us on Instagram TikTok Facebook X and YouTubeClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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CIF Becomes the Official Sponsor of “Dirty Mouths,” Turning Censorship into Sponsorship

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CIF Becomes the Official Sponsor of “Dirty Mouths,” Turning Censorship into Sponsorship

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