CIF Miracle Clean is a Unilever product in Brazil used for clearing everything from stovetops to sneakers. 

Now the brand, with the help of agencies Droga5 Brazil and Initiative has figured out a way to clean up the potty talk on podcasts, TV shows and livestreams while sponsoring them at the same time. 

In the world of podcasts and entertainment, where swearing is often covered by the classic “beep”, CIF is changing the tune. Now, instead of a “beep”, listeners will hear the unmistakable sound of the brand’s name—CIIIIIF—which is just as effective in eliminating offensive utterances, while reinforcing the brand’s reputation for being able to clean almost everything. And that now includes media potty mouths.  

It’s a fun way of censoring foul language that the brand argues will also help programs retain skittish brands who don’t want to be around programming containing dirty talk. CIF says it isn’t censoring so much as “sponsoring” swearwords.  

“We’ve embedded our core brand messages in a lighthearted and spontaneous way, proving that with CIF, cleaning can also be fun,” says Mariana Gonçalo, Marketing Director at Unilever. 

This effort debuted on the podcast Broxada Sinistra, which averages 2 million monthly views. During the CIF-sponsored episode the hosts embraced the campaign by being even more unfiltered—only to have their salty stories promptly "cleaned up" with the CIIIIF cuss blocker. The fun extended beyond the recording, sparking live engagement in  YouTube comments, where the episode amassed over 122,000 views and 10,000 interactions.  

The sponsorship will soon be featured on other major Brazilian podcasts, including CheveTalks, Missão PodDelas, Achismos, Inteligência LTDA, and Me Conte uma Fofoca.