Nivea – Black & White

1. Nivea – Black & White • The Challenge: Nivea wanted to communicate the benefits of their new deodorant – that it keeps your black clothes black and white clothes white for longer - to a broad female audience in an intimate & contextually relevant environment with little wastage. • The Solution:, Confero helped to add real product relevance to the wider campaign through the use of a multi retailer fitting room panel schedule, covering Miss Selfridge, Dorothy Perkins, Wallis and Outfit. The presence within these hugely popular high street retailers, renowned for cutting edge fashion lines, helped to bring immediate relevance to the product claim that new Nivea Black & White deodorant keeps your black clothes black and white clothes white for longer. Within the intimate fitting room environment, where shoppers enjoy a little ‘me time’ the impact and immediacy of the communication was heightened. The full campaign delivered a two weekly footfall of over 3m 16-54 ABC1 women. • Key Details; • 22nd August – 4th September 2011 • Retailers; Dorothy Perkins, Miss Selfridge, Wallis & Outfit • Formats; 2,805 x Fitting Room Panels across 330 UK stores • Planned & Bought by Carat/Posterscope