NIVEA Invisible for Black & White: As simple as Black & White

The Beiersdorf-owned Nivea brand wanted to stand out in the deodorant category with a product launch that could make an emotional appeal to a broad range of shoppers.

NIVEA Invisible for Black & White: As simple as Black & White

Client: Beiersdorf AGBrand: NIVEA Invisible for Black & WhiteAgency: Draftfcb Deutschland GmbHCategory: FMCGCountry: Germany

NIVEA has been known more for its skincare than its deodorant competence. However,by developing deodorants with the ideal balance between mildness and effectiveness, the brand also managed to become one of the leading players in that category.

The last frontier to enter for NIVEA deodorant: the specific benefit segment of 'anti-stains'. The main issue: NIVEA was too late for the party, with the key competitors...

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