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.