NIVEA ad campaign combats winter body odour with a funny twist!
NIVEA kicked off its new campaign #EndWinterOdour with a series of short and humorous films that highlight the importance of solving the problem of body odour in winters. The campaign consists of four films that end with a funny twist, triggered by the sudden realisation of the protagonist’s ‘Winter Odour.’ From an everyday cab ride to a reunion party, the films are inspired by all those situations where body odour tends to make its presence felt.
The creative agency behind the campaign is DigitasLBi India. Mark Mcdonald, Head of Creative, DigitasLBi India, spoke to exchange4media about the campaign execution and how they plan to build it up from here. Mcdonald shared that establishing a phenomenon that wouldn’t even strike most was a key task of the campaign communication. “The fact that people are hardly mindful of the build-up of sweat and ultimately body odour in winters, was the starting point of our campaign. Also, the fact that body odour makes its presence felt when one takes off their sweater/jacket was the moment we wanted to highlight, as that’s the moment when one becomes aware of the problem. Selecting occasions when you would naturally remove your sweater/jacket, therefore became the starting point of our campaign,” he said.
He admitted that addressing a topic like body odour that needs to be handled with care was challenging. “The right amount of humour can often help get the message across. Also, given that this was a campaign targeted at both men and women, we needed to pick situations that resonated with both the target groups,” said Mcdonald. Speaking about amplification plans for the campaign ahead, he said that it will be taken forward through educational content using innovative digital formats that bust myths about winter odour. “We also plan on doing a social listening interaction on Twitter where we respond to people talking about the weather, winters, body odour, sweaters, clothes, etc. by making them aware of the phenomenon of #EndWinterOdour,” he revealed.
Sachin Killawala – Marketing Director, NIVEA India, said, “There is a belief that people sweat only in summers and not so much in winters. Our research shows that this is not true. People wear multiple layers of clothing in winters such as warm innerwear, sweaters, jackets etc. due to which they actually sweat quite heavily and that leads to body odour formation. The NIVEA Roll-on campaign is targeted to make the consumers aware of this Winter Odour caused by the sweat under the sweater. With NIVEA Roll-ons they can now get the best protection against sweat and body odour.”
Videos on YouTube:
Campaign Hashtag: #EndWinterOdour
Facebook Page: https://www.facebook.com/NIVEA.in; https://www.facebook.com/NIVEAMENIN/
Twitter Handle: https://twitter.com/NIVEA_INDIA; https://twitter.com/NIVEAMEN_India
YouTube Channel: https://www.youtube.com/user/NIVEAIndia
Instagram Handle: https://www.instagram.com/niveaindia; https://www.instagram.com/niveamenindia/
Client – NIVEA India Pvt. Ltd.
Creative Agency – DigitasLBi, India
Head of Creative, Mumbai – Mark Mcdonald
Associate Creative Directors – Siddhi Desai; Prajakta Giri
Creative Lead (Copy) – Madhura Haldipur and Ankit Mathur
Sr. Associate (Copy) – Drishti Mehta
Creative Lead (Design) – Yogeeta Pathai
Sr. Associate (Design) – Prachi Damani
Head of Strategy, India – Upasana Roy
Digital Strategists – Sakshi Arora, Namrata Gajaria
Head of Account Management, Mumbai – Sabah Iqbal
Client Services Director – Aakanksha Patel
Sr. Account Manager – Sherbanoo Bundeally
Account Manager – Anjanee Gadgil
Client Servicing Associate – Shubhangi Seth
Production House – Working I Films