Helge Gjertveit
TRY Reklame
Account Director
Helge@try.no
+47 464 28 817
Challenge
JIF launched its first product in 1978, and since then, no stain has been safe. They’ve established themselves as Norway’s largest cleaning brand, known for delivering effective house cleaning and great results every time.
However, most people associate cleaning and household chores with something negative and low-interest. Much of the communication in this category feels quite generic, and JIF wanted to create a concept that broke away from this.
Solution
The new concept needed to be not just relevant but also entertaining, with a distinctive expression that would stand out in the media landscape.
Building on the idea that JIF is the enemy of stains, the campaign created a universe of stories that showed how JIF doesn’t just clean—it does so superbly.
