When was jif changed to cif

Jif will be replaced in stores from January in the UK, and in other markets throughout next year. The product logo and range will be unchanged. You must be logged in to post a comment. If brands want to have licence to talk about the environment they need to show they understand the problems and are making moves to mitigate their impact. Share this article. Sometimes, though, the new names are worse than the originals: Advertisement. Weekly news quiz: Voting for Christmas, doggo declassified and an end to order.

Live: Title Now playing. Added to queue. Removed from queue. Now playing Schedule On Air. Episode title. You currently have no podcasts in your queue. Go to podcasts. On Air. The Hard Shoulder From the consumer's point of view, the brand name will not be noticeably aurally or visually different.

Jif is also merely a word, and has no significant meaning in local language. So the consumer should not be overly thrown. The renaming also provides an opportunity for a concerted brand push, which Lowe Lintas will welcome. Whether the ad campaign will change remains to be seen. The current campaign, while being consistent across markets, is probably a little soft. The advantages of a global name are well known; they relate mostly to economies of management effort and scale and rarely to consumers, who shop 'internationally' in only a few categories.

For consumers, a common problem can be meaning or pronunciation; presumably Cif doesn't have unfortunate connotations of the sort the change from Marathon to Snickers encountered, or less famously those encountered by wine brand 'Moron'.

The reassuring thing for Cif is that people remember faces more easily than names - so it is hardly disruptive to change a 'j' to a 'c' in the context of an overall visual identity driven by colours and pack shape.

The customer may wonder what else has changed, but unless there is some other sign that things ain't what they used to be, they will most probably carry on regardless. It's an opportunity to go for the 'better than ever' approach, or at least an enhancement. The brand will already be in consumers' minds, making the launch a little easier. Stay signed in. Forgotten password? Get the very latest news and insight from Campaign with unrestricted access to campaignlive.

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