DRAFTFCB Takes Home Bronze at Effies

The Effies are the globally recognized preeminent awards program in the advertising industry, and celebrate effectiveness across the globe. Last Thursday 5th, the winners of the Australian competition were announced with Draftfcb Sydney being awarded a Bronze in the New Product or Service category for their work on NIVEA “Nothing beats the iconic power of black & white” campaign for Beiersdorf.
 

Better known for its skin care expertise, NIVEA saw an opportunity to increase its strength in Australia’s deodorant market by launching a new product range with a consumer relevant yet untapped category innovation back in 2011. The aim was to successfully launch NIVEA Invisible for Black & White deodorant into the “no residue” deodorant category.
 

“We uncovered the powerful and emotional insight that people love their clothes much more than they love their deodorant. Our research found that in the ‘no residue’ segment men and women lament that their clothes are ruined with yellow stains or their ‘look’ compromised with white marks, over the efficacy of the product,” said Kate Heatley, Draftfcb Sydney’s client services director. “This led us to the simple idea that ‘NIVEA Invisible for Black & White is made to protect you and your clothes’”, she added.
 

This idea together with the execution created the right balance between functional product and the emotional connection people have for their clothes. TV, print, social media and POS helped communicate the unique benefit of the product innovation well as owning the fashion conversation.
As well as achieving net sales growth for 2011-2012, NIVEA became number 1 in the “No residue” deodorant category, in Australia in only 18 months.

Draftfcb Hamburg also took home a Bronze Effie in the FMCG category for its 2012 Black and White campaign.