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

Lost in translation: when brand taglines don't travel

Lost in translation: when brand taglines don't travel

These might be some of the most memorable brand taglines in English but when they cross oceans, they mean something entirely different. We searched the depths of the internet to find the best, or worst.

Share
Traditional TV viewers predicted to drop as mobile fuels rise in online video

Traditional TV viewers predicted to drop as mobile fuels rise in online video

Linear TV viewing figures are set to drop worldwide for the first time next year, with online video consumption set to rise by 23.3 per cent in 2015, according to a report by ZenithOptimedia.

Share
The 7 deadly sins of brand management - and how to avoid them

The 7 deadly sins of brand management - and how to avoid them

Some of the most valuable assets a firm has are the brands it has developed. Brands create identification, differentiation and value for customers and shareholders alike. By influencing customer choice, creating a loyal and passionate following as well as commanding a premium for their products and services, strong brands can be key to great business performance.

Share

Get news by email