São Paulo, March 23, 2026 – After years of jokes, memes and comments across social media saying that Cif cleans everything – except people’s financial lives, the brand decided to take the internet seriously. Known for its powerful cleaning on over 100 surfaces, Cif Miracle Clean is now going beyond household messes to help clean people’s financial records. In an unexpected partnership with Serasa, Brazil’s leading credit bureau, Cif turned an online joke into a real solution. With the launch of a special-edition product, consumers now have the chance to win daily and weekly prizes to negotiate and pay off their debts proving that Cif can clean even what no one expected.
In Brazil, people don’t say they have bad credit. They used to say they have a “dirty name” – a popular expression used to describe consumers with unpaid debts and negative credit records. By embracing this cultural insight, Cif connects its iconic cleaning promise to a much deeper kind of mess: financial distress.
The initiative aims to support part of Brazil’s 81.3 million consumers currently in debt, nearly half of the adult population (49.66%), according to Serasa’s latest Debt Map. Debts negotiated through Serasa Clean Your Name, Brazil’s main debt negotiation platform, have an average value of R$795 (approximately $151). To prove that it can clean even debts “without effort,” the campaign offers prizes of up to R$1,000 per week (approximately $190) and R$500 (approximately $95) per day, helping consumers settle outstanding balances and make a real fresh start.
To participate, Brazilian consumers must purchase a limited edition Cif Clean Up Your Name (Cif Limpa Nome) product after March 7, keep the receipt, and from March 15 register it on the campaign website. Each CPF (Brazilian taxpayer identification number) may register up to three receipts during the promotional period for a chance to win any of the daily or weekly prizes. Consumers that are already registered on Serasa’s platform receive three times more chances in the weekly prize draws.
“Cif has always worked with the playful and functional universe of cleaning, transforming an everyday task into something light and fun. Added to that, we are a brand that pays attention to the conversations of its community. Cif Clean Your Name and our partnership with Serasa are born from the meeting of these two narratives, transforming these recurring comments into a creative idea and a benefit for the consumer”, says Gabriela Lairana, Senior Marketing Manager at Unilever. “Listening to our community, we realized that the biggest ‘dirt’ people wanted us to clean wasn’t at home. It was in their financial lives.”
For Serasa, the partnership offered a new way to approach a serious topic with accessibility and humor.
“Debts are part of the reality of millions of Brazilians, and creative initiatives like this help expand the dialogue about debt negotiation and financial organization. By bringing together two brands around an idea that was born on the internet, we are able to transform humor into an invitation for more people to seek solutions and regain control of their financial lives”, explains Eduardo Martinelli, Executive Marketing Manager at Serasa.
Developed by Droga5, the campaign brings a special-edition product label to supermarket shelves in March. Running through April 30, the promotion is expected to benefit more than 3,000 consumers.
“People kept saying Cif cleaned everything — it just didn’t clean their ‘name,’” says Rafael Ziggy, CCO of Droga5 São Paulo. “So we took the joke literally. And when a cleaning brand takes a meme seriously, you end up cleaning more than surfaces.”
Full promotion rules are available on the campaign website. To follow all Cif initiatives and updates, visit the brand’s official channels on Instagram, Twitter and TikTok @cif.limpadores.
About Droga5
Recognized for over a decade as a leader in earned media and buzz, Droga5 (formerly Soko) is an award-winning creative communications agency that turns attention into action and conversation into conversion.
Part of the global Droga5 network,with offices in São Paulo, New York, Dublin, Auckland, Tokyo, London, Sydney, and Melbourne, it ranks among Brazil’s five most exemplary and creative agencies, according to Agency Scope 2024/25, and was named the #1 agency in innovation in 2022/23.
In 2025, Droga5 won its first Grand Prix at Cannes Lions and has earned accolades at The One Show, Clio, Effie, and El Ojo, with campaigns for brands such as Stella Artois, Heinz, Dove, Guaraná Antarctica, Spotify, and Netflix.
