Nivea launches DM campaign for mens deodorant

Nivea is launching a direct marketing campaign to promote its new men’s deodorant Nivea for Men Deodorant Silver Protect.

The campaign, which has been created by space, launches tomorrow and is scheduled to run for eight weeks using experiential, promotional, sampling and online activity.

A total of 1m samples will be distributed to men aged 18-35 to encourage trial and a target of 100,000 names has been set for online capture to create a database for future marketing.

Experiential activity involving a Silver Ball challenge, where entrants attempt to stay upright in rotating balls, will take place in city centres and rail stations in cities across the UK including Birmingham, Edinburgh, Bristol and London, as well as at the AIGP Motorsport event at Brands Hatch at the beginning of May.

A holiday in New Zealand will be awarded to the person who can stay upright the longest. Andrew Rawle, marketing manager at Nivea Personal Care says:
“The deodorant market places extreme competition so we needed a bold and stand out campaign to drive awareness, trial and ultimately long-term sales of Silver Protect.”

Space won the account after a competitive pitch in January and is also working on Nivea Happy Time lotion.