NIVEA is Germany’s number-one deodorant brand. A remarkable achievement, but how can the brand continue to grow in a saturated and functionally driven market? Ideally, by tapping into a new target group. Easy, right?
How can we reach those who previously haven’t shown much interest in NIVEA Black&White – the younger generations? With a brand ambassador who has more Spotify listeners than the Beatles. And who doesn’t use ad speak, but rather speaks a language the target group loves: music! #celebrateblackandwhite is our message – and star DJ Robin Schulz is our spokesman.
Some successes make you feel that little bit prouder than others. And this one speaks for itself (and can possibly even be smelled at the odd party). The campaign not only generated the highest market share for seven years for NIVEA deodorant, but also transformed the brand’s image in the eyes of a demanding target group.
A party across all channels
NIVEA Black&White deodorant and brand ambassador Robin Schulz were omnipresent on all key platforms and channels over multiple phases.
First movers and special formats:
Pioneers: With #celebrateblack&white, NIVEA became one of the first major brands in Germany to appear on IGTV.