Silver Protect, a deodorant for men, will be the biggest Nivea brand launch of 2009 according to the company. Aimed at men aged 18-35, the product will be backed by a £2.2m above-the-line campaign created by Draftfcb, with £400,000 being assigned to below-the-line activity handled by Space.
Space has been briefed to implement a brand experience campaign to generate awareness and to encourage trial of the deodorant. One millions sample packs will be distributed and a consumer competition will take place. The new product contains silver ions which are said to eliminate bacteria and prevent body odour.
The business was picked up by Space following a pitch and at the same time the agency was also awarded the work for the launch of Nivea Happy Time Body Lotion. A sampling drive will take place for the lotion aimed at females aged 16-25.
The campaigns will break in March and April.
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