• Marketing Shots
  • Posts
  • This Brand Turned Censorship Beeps Into Brilliant Branding

This Brand Turned Censorship Beeps Into Brilliant Branding

May 06, 2025

In partnership with

Hello, awesome marketers and founders.
This is Luv, and here’s your weekly Marketing Shot :)

A big thank you and welcome to the people who have recently subscribed.

We are now 3,301 members strong.

Ready to save precious time and let AI do the heavy lifting?

Save time and simplify your unique workflow with HubSpot’s highly anticipated AI Playbook—your guide to smarter processes and effortless productivity.

I came across this campaign on Contagious.com the other day, and honestly, this one is again very clever.

Cif, a household cleaning product that’s pretty big in Brazil, found a way to make themselves part of Brazil’s biggest podcasts. And they didn’t do it through boring ads or awkward shoutouts. They went much smarter.

Here’s what they did:
They launched a campaign where they literally clean up bad language.

Whenever a podcaster uses dirty words, instead of the usual annoying beep, listeners now hear a branded sound “CIIIIIF” along with their logo flashing on screen. So, instead of muting the fun, they turned censorship into a branding moment.

And they didn’t stop at one or two shows. They’ve gone big, sponsoring top Brazilian podcasts like:

  • Missão PodDelas (3.1 million subscribers),

  • Inteligência Ltda (5.1 million fans),

  • Achismos by Maurício Meirelles,

  • and many more…

It’s smart because it feels natural. Cif cleans homes and now they’re “cleaning” language. It fits. It doesn’t feel forced. And best of all, it makes people notice.

Small Budget, Big Impact: Outsmart Your Larger Competitors

Being outspent doesn't mean being outmarketed. Our latest resource showcases 15 small businesses that leveraged creativity instead of cash to achieve remarkable marketing wins against much larger competitors.

  • Proven techniques for standing out in crowded markets without massive budgets

  • Tactical approaches that turn resource constraints into competitive advantages

  • Real-world examples of small teams creating outsized market impact

Ready to level the playing field? Download now to discover the exact frameworks these brands used to compete and win.

Did you enjoy today's Marketing Shot? ☺️

Login or Subscribe to participate in polls.

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv