nivea men
72 hours of protection
Client: NIVEA MEN
Country: Belgium, the Netherlands
Services: Brand Experiences, Advertising, Design studio
Sector: Fast Moving Consumer Goods
Timing: 2025
Question
NIVEA MEN wanted to strenghten its leadership among young men in the anti-stain deodorant category. The challenge was to reach this audience in an environment where sweat, movement and routine naturally come together, while driving product trial and increasing visibility for the 72-hour protection claim.
Approach
We translated this ask into a full Basic-Fit brand takeover across Belgium and the Netherlands. The rollout included a premium sampling counter display, floor and mirror stickers, locker branding and animated assets across 60 gyms. To maximise visibility, DOOH screens were added inside the locations.
Results
The campaign delivered an ever-present brand experience that made NIVEA MEN impossible to miss inside Basic-Fit. By placing the product directly in the hands and routines of gym-goers, trial was boosted, and the Black & White franchise's position was strengthened as the trusted choice for long-lasting sweat, odor and anti-stain protection.
