|广告战役||As Simple as Black & White|
|产品||Invisible for Black & White|
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.
|Credit||Johan von Gersdorff|
LIDA executive creative director Nicky Bullard has been snapped u...
Nils Adriaans from Amsterdam has been in the (international) crea...
In 2017, Murphy stepped into the position of creative director, t...
Rob along with his partner Andy joined Saatchi & Saatchi in 2009...
Advertising creative genetically predisposed to writing. The O in...
Hermeti started his career at Mother London in 2007 as an intern....
Dennis Lück is the most awarded creative in Switzerland, with the...
Following stints some of London’s most creative advertising agenc...