Nivea deodorant in tie-up with Asos

Nivea is running a seven-week campaign with online fashion retailer Asos to drive engagement for its Invisible for Black & White deodorant.

Nivea: teams up with Asos to promote Invisible for Black & White deodorant
Nivea: teams up with Asos to promote Invisible for Black & White deodorant

The campaign includes competitions to bring to life the message that last year's black and white dresses are still in brilliant condition thanks to Nivea Deodorant, suggesting all they need are a few summer 2012 accessories.

The interactive campaign will allow users to virtually update dresses with this season's must-have trends, and give them the chance to win Asos prizes and vouchers. The overall winner will receive a full wardrobe overhaul with the help of an Asos stylist.

It will also be supported by a wider digital strategy, making full use of all Asos's touchpoints, including the Asos magazine and social media feeds.

The activity was negotiated, developed and managed by Carat Sponsorship, which first brought Nivea together with Asos for a campaign last year.

Rob Honeywood, sponsorship manager for Carat, said: "The 2012 campaign builds on the success of last year's award-winning activity and pushes the partnership to the next level. It truly demonstrates how Carat is using media in new ways and delivering against our Redefining Media proposition."

Stephen Byrne, senior brand manager, for Nivea said: "It's great to be teaming up with Asos again through Carat to drive engagement with this product, working towards building the momentum from last year's launch.

"Asos's fashion credentials and discerning audience offer the perfect environment for the success of this campaign."

The activity comes as Carat prepares to defend its hold on the £110m pan-European media account for Beiersdorf, which owns Nivea.

Follow Nick Batten on Twitter @NickBatten2

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

PHD co-founder Jonathan Durden reflects 25 years on

PHD co-founder Jonathan Durden reflects 25 years on

Who knew that a global phenomenon could be spawned from such humble beginnings? PHD co-founder Jonathan Durden takes a trip down memory lane.

Share
Friday's lesson? We should all be more unprofessional

Friday's lesson? We should all be more unprofessional

What kind of time is 18:05 to you? Home time? Carry on working time? Bloody big glass of wine time? At Brand Republic we know it's often time to recoup, when the day's meetings are over and you can catch up on the most important developments of the day. Our 18:05 digest brings you the five things you need to know at the end of every day. Whether it's the top news stories, what's trending on social, what the wider media is saying or irreverent inspiration for your journey home - we've got it covered. And don't worry, we'll keep it short.

Share
#MediaWeek30 set for bumper issue and party on 29 April

#MediaWeek30 set for bumper issue and party on 29 April

Media Week's 30th celebrations are taking shape, offering the chance for the UK's vibrant commercial media businesses to get involved.

Share

Get news by email