THE WHAT? Beiersdorf has partnered with Channel 4 to launch a new branded entertainment format for NIVEA BLACK & WHITE Deodorant, using noughties culture to engage Gen Z consumers around fashion, confidence and self-expression.
THE DETAILS Fresh From the Noughties with Miquita Oliver follows three Gen Z participants through a 48-hour noughties-inspired experience hosted by Miquita Oliver and stylist Ayishat Akanbi. The campaign places NIVEA BLACK & WHITE Deodorant within the entertainment format and spans a long-form YouTube episode, social shorts, Channel 4 streaming content and a bespoke 30-second television creative across linear and streaming channels. The partnership, brokered and managed by OMD UK, is also the first campaign to use Channel 4’s new Enhance branded entertainment offering.
THE WHY? The partnership shows Beiersdorf extending NIVEA’s media strategy beyond conventional product advertising into entertainment-led, multi-platform content, using fashion and cultural nostalgia to position its deodorant technology within conversations relevant to younger consumers.
Source: Chanel 4
