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Banner 2

basics
Industry: Beauty & Health
Media:Cyber
Market:United Kingdom
Language:German
Style: Minimalism
descriptioncnen
情节
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.
credit
Brand:
Agency:
Other credit:Others/Agency: Draftfcb, raftfcb London, Carat, Carat, Plan.Net Gruppe
Others/Credit: Jennifer Kunikowski, Matthias Eylers, Johan von Gersdorff, Christine Harm, Bernd Bender-Asbeck
Advertising Manager: Nadja Zoller, Nils Moelgaard, Fabiola Artoni, Hauke Voss, Hilde Cambier
Others/Credit: Fabio Mazzuchelli, Claudia Moscato, Massimiliano Sala, Jonathon Benson, Jenny Kowalcyzk, Stanley Cheung, Rory Elms, Keith Moran
Media Director: Vanessa Steiner, Romy George
awards
EACA Euro Effies 2012
FMCG
FMCG
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