Nivea plots integrated launch drive for Double Effect deodorant

by Ed Kemp, Marketing 01-Apr-08, 08:30

LONDON - Nivea is launching a campaign spanning press, sampling, experiential and TV to back the launch of its Double Effect deodorant brand.

The campaign, which targets 25- to 44-year-old women, aims to increase awareness of the brand and drive purchase.

The experiential and sampling element of the launch centres on a 'Double Effect Double Act' roadshow, created by Space, which will tour shopping centres in England and Scotland.

Dancers will demonstrate a range of dancing styles and encourage members of the audience to participate, while brand ambassadors will offer free samples.