Claudia Moscato
group account director at fcb Milan
Milano, 意大利
标题Banner 3
广告公司
广告战役 As Simple as Black & White
广告主 Beiersdorf AG
品牌 NIVEA
Posted9月 2012
产品 Invisible for Black & White
行业领域 体香剂
剧情简介 SUMMARY:
The specific benefit segment of ‘anti-stains’ was the last frontier for NIVEA deodorant to enter, but  they was late for the party, with the key competitors exploiting the segment on anti-white stains for half a decade already, supported by heavy media coverage. 
The objective of this campaign was to grow NIVEA deodorant by increasing category sales by 10%, and outperform the best NIVEA deodorant launch by 50%. The campaign was also designed to steal market share from competitors despite a smaller media budget.
Using TV advertisements to differentiate their Black & White deodorant from the competition, NIVEA sought to be more iconic and fashionable. The launch of this new dual stain-fighting deodorant was the most successful product launch in NIVEA’s history. Sales were 252% better than their last number one product launch and in two out of the three dominant markets, NIVEA became market leader, while the gap between Nivea and the market leader was significantly decreased in the third market.
媒体类别 互联网广告/横幅
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