For its new campaign for Fresh Active, a deodorant for men, Nivea gave Interface Communications the brief that it wanted to own the ‘freshness’ proposition in the category. According to the brand, while freshness is a category benefit, none of the brands in the men’s category owned 'freshness', with most talking about the deodorant being a tool to attract the opposite sex.
The agency worked on the premise that young men want to feel active and alert, and that the proposition of feeling fresh instantly strikes a chord with them. The insight was that users mentioned a "burst of freshness' when they used the product. The creative was thus pegged on this idea: "A burst of instant freshness from the deodorant wakes you out of lethargy".
Robby Mathew, national creative director, Interface Communications, added that the sound track was created entirely from sounds like yawns, ‘aahs’, that of a deodorant can opening, spraying, and so on.
“If you listen closely, the yawns actually follow the melody of 'sa re ga ma…',” he explained.
Creative agency: Interface Communications
National creative director: Robby Mathew
Creative team: Rakesh Menon, Alan Rego
Servicing: Shireen Cama, Devarajan Sankaran, Neha Sawansukha, Aditi Jain
Planning: Arthi Basak, Asawari Deshpande, Archana Kotian
Production house: 7 Films
Director: Lloyd Bapista