DJ sound mixer in black and white

NIVEA Black & White deodor­ant by ROBIN SCHULZ

A whole new sound in a market that has seen it all

Chal­lenge

Chal­lenge

Blue Triangle

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?

Idea

Idea

Blue Triangle

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.

Suc­cess

Suc­cess

Blue Triangle

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.

Nivea Deo Black & White Advertising with Robin Schulz concert tickets

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.

Women is dancing, black and white
Left: Concerthall full of people dancing to Robin Schulz, Right: Advertising for NIVEA Contest to win tickets to the concert
Left: Concerthall full of people dancing to Robin Schulz, Right: Advertising for NIVEA Contest to win tickets to the concert
Website Mockup Nivea Deo Black & White x Robin Schulz

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Blue Triangle
Girl is playing the piano in a music room
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