NIVEA partnered with Dig In to include NIVEA SOFT and later NIVEA and NIVEA Men Black & White Deodorants within student Welcome Boxes and Santander totes across university campuses. 100,000 deodorants were distributed in September 2025 across 180+ universities, supported by a 35,000-unit Hall Activation in May 2025. Samples were split 50/50 between men and women and paired with a student survey, a UGC-led competition, and behavioural feedback tracking to measure awareness, recall, and purchase intent. The campaign aimed to embed NIVEA into daily routines, drive trial and long-term brand affinity, and reach new consumers during formative purchasing years. Brand trust remained high with 68% of respondents already NIVEA users.
"100,000 NIVEA & NIVEA Men Black & White Deodorants were distributed in Dig In x Santander Totes during September 2025, reaching students nationwide across 180+ universities. This was supported by a 35,000-unit Hall Activation in May 2025, giving students an earlier first touchpoint with the brand. To maximise inclusivity and category impact, the samples were split 50/50 between men and women and backed by a student survey, UGC-led competition, and behavioural feedback tracking to measure awareness, recall, and purchase intent."
"By introducing deodorants into the bags NIVEA were able to drive awareness, trial, and long-term brand affinity for deodorants by embedding the brand into daily routines through tangible, real-world touchpoints.This activation also had the potential to introduce the range to new consumers while reinforcing trust at a key life stage where students are forming lasting purchase habits. Unsuprisingly as a new addition to Dig In's student ecosystem, NIVEA Deodorant quickly became one of the most positively received products of 2025."
Read at Exchangewire
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