From 1988 on, Cliff revolutionized the shower gel market: eucalyptus in the products delivered a completely new kind of freshness – and advertising featuring the cladavista divers from Acapulco turned the brand into an icon of its time. But around the turn of the millennium, it increasingly disappeared from store shelves. Because society and its ideas of masculinity had changed. 

In 2026, we are re telling the story of Cliff: from self display to self reflection, from adrenaline to regeneration. The new look: confident and clear. Familiar, but modernized. We redraw the wordmark and the diver, and bring the color spectrum into the present — with deep dark blue and accent colors that are bold, but never shout. We think the brand holistically, from packaging to POS to campaign. And in doing so, give it renewed relevance.