Beiersdorf: Nothing beats the iconic power of black & white
Agency: Draftfcb
Advertiser: BEIERSDORF
Authors: Simon Murphy and Leonie Ballach
Total Campaign Expenditure:$1 – 2 million
Executive Summary
Nivea is known for it's skincare rather than it's deodorant expertise. In 2011, Nivea saw an opportunity to increase its strength in Australia's deodorant market by launching a new product range with a consumer relevant yet untapped category innovation. The aim: successfully launch Nivea Invisible for Black & White deodorant into the 'no residue' deodorant category. The challenge: drive brand growth as a relatively small player in a...