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LinkedIn Newsletter: Campaign of the Week promo
Project type
LinkedIn Newsletter segment
Date
2025
Link
A little context...
I'm responsible for summarising and promoting the Contagious selected campaign of the week in the weekly LinkedIn newsletter.
Campaign of the Week /
Unilever-owned Cif cleans up podcast swearing to boost brand visibility in Brazil /
In Brazil, one cleaning brand has found a clever way to insert itself into culture by scrubbing swear words from podcasts.
Unilever-owned Cif is turning traditional censorship into a branding opp. With the help of Droga5 São Paulo, it’s replacing the standard ‘beep’ with its own branded sound, ‘CIIIIIF’, on some of the country’s most popular podcasts and live streams.
The idea taps into a pain point in audio content – profanities can get your podcasts de-monetised – and uses it as a moment of playful utility. From comedy podcasts to sports live streams, Cif is showing up in an unexpected way, reaching a young, highly engaged audience without disrupting the entertainment.
Read the full Campaign of the Week to see how Cif is cleaning up podcast culture, one bleep at a time.