
For this campaign, we had to re-launch the core NIVEA MEN DEEP products (Darkwood Fragrance) and introduce the EXTREME variety, while emphasizing that the range offers superior sweat and odor protection along with a premium fragrance.
This campaign targets 18 to 29 year-old men in Australia, South Africa, Nigeria, Kenya, Malaysia, Thailand, Indonesia, the Philippines, Singapore, and Vietnam. Our audience leads an active lifestyle, aspires to boost their confidence, and typically seeks grooming products from competitors that offer either performance or fragrance benefits (but not both).
The brief was to gain market share by encouraging users to switch to NIVEA MEN DEEP by demonstrating how its expert skincare provides benefits that gives confidence even in chaotic moments.
Our insight was that humans make an average of 35,000 decisions a day, but our consumers can skip one of those choices by choosing NIVEA MEN DEEP, which offers both fragrance and protection in one product, unlike our main competitors.
Our creative platform was:
Skin is for playing it smart. NIVEA is for skin.
Skin is for playing it smart. NIVEA is for skin.
We developed a full-funnel strategy (Know, Want, Get, and Owned phases) for precision marketing, creating more than 150 tailored assets for the entire NIVEA MEN DEEP range, including Spray, Roll-on, Body Cream, and Face Wash.
Here are some of the assets created for this campaign:
Skip once choice - bumpers


Social Videos 12" / TikTok 6" / TikTok 10"
To match the different market's needs, we've created the same assets for the three targeted ethnicities. Here are some of them:
To match the different market's needs, we've created the same assets for the three targeted ethnicities. Here are some of them:
Campaign's TVC
Sports and lifestyle imagery










Application shots





Holding pack








Publicis One Touch
Account Management
Penny Macpherson
Kathryn Smyth
Agnes Zsoldos
Strategy
Karabo Ganzini
CREATIVE
Namita Nair
Yue Qiu
Stephanie Rodriguez
Lucas Sousa Gondim
Priscilla Esteves Franco
Vitor Silva
Zsanett Kallai
István Benedek
Csaba Martinak
Balázs Pápay
Máté Verhás
PRODUCTION & POST PRODUCTION
Brigitta Höhn
Kritóf Novák
Federica D'Ambrosio
Marcell Márton
Gábor Tirpák
Beiersdorf / NIVEA
Sachin Killawala
Mariana Izurieta
Casey Nielson
Marlini Govender
Aline Sabara
Dinika Biseswar
Ali Mirza
Ravish Ralhen
Mpume Ngwenya
Supriya Agrawal
Caroline Candotta