"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."
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.
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