NIVEA – Morning Story
Brand Name: NIVEA – Morning StoryAdvertiser: BeiersdorfAgency: FCBPrize: SilverCategory: Toiletries & Beauty
SUMMARY
Beiersdorf exceeded their objectives with the launch of NIVEA Deodorant “Pure” in 2005, following an effective campaign that clearly communicated a category benefit in a new and NIVEA-relevant way. “Pure” gained significant market share in three countries: 2.1% in Germany, 1.8% in Italy and 3.2% in Poland, and increased overall sales by 3%. Results pushed NIVEA Deodorant as a brand, helped it outperform its key competitor, with much lower media investment, and...