NIVEA FOR MEN Silver Protect Deodorant - Big Ball Running

Nivea for Men deodorant was facing slowing sales momentum and a declining share, with qualitative research showing that men saw the brand as weak and non-descript.

NIVEA FOR MEN Silver Protect Deodorant – Big Ball Running

CAMPAIGN : BIG BALL RUNNING

Client Company Name: Beiersdorf AG

Brand Name: NIVEA FOR MEN Silver Protect Deodorant

Category: FMCG

CAMPAIGN BACKGROUND & SUMMARY

The beginning of 2009: NIVEA FOR MEN Deodorant is under severe pressure. In the saturated and highly competitive deodorant market, the only growth opportunity lies in stealing shares from competitive brands. But the opponents NIVEA FOR MEN Deodorant is facing are indeed powerful. Both Unilever brands Axe and Rexona Men have category expertise and heavy media-support. Axe successfully covers the territory of fun-masculinity,...

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