Beiersdorf: Nothing beats the iconic power of black & white

This case study describes how Nivea, the personal care brand, launched a deodorant range in Australia, where it is better known for its skincare than its deodorant expertise.

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...

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