Fabio Mazzuchelli
Credit at FCB Hamburg
Hamburg, Italy
TitleGet Closer
Agency
Campaign As Simple as Black & White
Advertiser Beiersdorf AG
Brand NIVEA
PostedJune 2012
Product Invisible for Black & White
Business Sector Deodorants
Story SUMMARY:
The specific benefit segment of ‘anti-stains’ was the last frontier for NIVEA deodorant to enter, but  they was late for the party, with the key competitors exploiting the segment on anti-white stains for half a decade already, supported by heavy media coverage. 
The objective of this campaign was to grow NIVEA deodorant by increasing category sales by 10%, and outperform the best NIVEA deodorant launch by 50%. The campaign was also designed to steal market share from competitors despite a smaller media budget.
Using TV advertisements to differentiate their Black & White deodorant from the competition, NIVEA sought to be more iconic and fashionable. The launch of this new dual stain-fighting deodorant was the most successful product launch in NIVEA’s history. Sales were 252% better than their last number one product launch and in two out of the three dominant markets, NIVEA became market leader, while the gap between Nivea and the market leader was significantly decreased in the third market.
Media Type Print
Market United Kingdom
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Media Director
Media Director

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