031 563 0122
sharon@symbiotic.co.za

Nivea Deodorant | Rich Mnisi – Fashion Brand Collaboration

THE BRIEF

NIVEA set out to collaborate with a South African fashion designer who could elevate NIVEA Black & White Deodorant beyond functionality – positioning it as a daily style essential for fashion-conscious consumers.

The collaboration needed to appeal to both men and women, align with a highly aspirational fashion brand, and translate premium fashion credibility into something accessible and desirable for every NIVEA consumer. The goal: to bring high-end fashion closer to consumers and allow them to experience the brands they admire through NIVEA.

The campaign was required to roll out across multiple touchpoints, including TVC tag, social and digital assets, POS, radio and OTV, ensuring strong reach, consistency and impact.

Nivea Deodorant | Rich Mnisi - Fashion Brand Collaboration

Our Involvement

Symbiotic led the collaboration end-to-end, playing a strategic and creative role throughout the campaign:

  • Identification and selection of the fashion brand best aligned with the NIVEA Black & White proposition.
  • Creative ideation around the collaboration concept and activation mechanics.
  • Development of a multi-platform execution strategy to maximise excitement and desirability.
  • Negotiation and finalisation of contracts and commercial agreements.
  • Ongoing management of the fashion designer, including creative alignment and sign-off.
  • Full project management across client, designer and agency stakeholders, working collectively with other agencies.

INSIGHTS AND EXECUTION

One fashion brand stood out above the rest: RICH MNISI.

A globally recognised South African designer, RICH MNISI has captured the hearts of fashion-forward consumers with his bold, expressive designs and distinctive aesthetic. His brand represents confidence, individuality and modern luxury – making it a natural fit for NIVEA Black & White Deodorant.

At the heart of the campaign was a once-in-a-lifetime fashion opportunity:
Five winners would each win a bespoke RICH MNISI look, inspired by NIVEA Black & White Deodorant. The competition was open to both men and women, reinforcing inclusivity and broad appeal.

A signature NIVEA x RICH MNISI look was designed and produced exclusively for the campaign and brought to life through a premium shoot. The creative assets were leveraged across TV, digital platforms and point of sale, ensuring the collaboration was both visually striking and commercially effective.

THE RESULTS

The NIVEA Black & White x RICH MNISI collaboration delivered outstanding results, driving a significant increase in both sales volume and value for the variant.

Due to the campaign’s strong commercial performance and cultural relevance, the RICH MNISI partnership was extended for two additional year, cementing its success as a powerful driver of both brand desirability and sales growth.