Nivea Whitening Deodorant: Shed your sleeves movement

Arthi Basak

Campaign details

Brand owner: Nivea India Pvt Ltd
Brand: Nivea Whitening Deodorant
Agency: Interface Communications
Country: India
Channels used: Events and experiential, Games and competitions, Internet - display, Internet - general, Internet - microsites, widgets, Online video, Other and ambient media, Outdoor, out-of-home, Product and other sampling, Social media
Media budget: Up to 500k

Executive summary

The Nivea Shed Your Sleeves case from India discusses the unique way in which Nivea Whitening Deodorant tackled an unmet and unstated need.

Women had over time accepted the problem of underarm darkness and decided that there was no solution. And it was a problem that could not be spoken about openly. Nivea had to address the benefit of underarm fairness in an interesting manner and make it relevant to women.