The Beiersdorf marketing team in Myanmar faced the challenge of educating the rural population about the relationship between sweat, bacteria, and bad body odour. Many consumers were unaware that sweat acts as a breeding ground for bacteria, leading to unpleasant odours. The goal was to create an engaging and educational tool that would help individuals understand their personal odour risk levels and the importance of using odour-fighting products like Nivea deodorants.
The activation needed to be simple, effective, and culturally relevant, ensuring widespread adoption and understanding across rural communities.
USP’s Contribution
USP Solutions developed an innovative Sweat Test Strip that visually demonstrated the presence of sweat on the skin and educated consumers about the connection between sweat and body odour. The tool was designed to change colour upon contact with moisture, indicating the amount of sweat present on the skin.
This interactive and educational approach provided consumers with a tangible understanding of their odour risk levels and highlighted the need for products like Nivea deodorants to combat the bacteria that cause bad odour.
How It Worked
- Interactive Testing:
- Consumers applied the Sweat Test Strip to a specific area of their skin.
- The strip reacted to moisture by changing colour, visually demonstrating their sweat level.
- Educational Messaging:
- Beauty consultants or in-store demonstrations explained the science behind sweat, bacteria, and body odour.
- Consumers learned how sweat creates a breeding ground for bacteria, leading to bad odour.
- Product Recommendation:
- Based on the results, consumers were encouraged to use Nivea deodorants to combat odour-causing bacteria and maintain fresh, odour-free skin.
- Cultural Relevance:
- The tool was designed to be intuitive and accessible, ensuring it resonated with the rural population and effectively communicated the key message.
Impact
The Sweat Test Strip was a resounding success, driving increased awareness and product adoption among the rural population in Myanmar. The activation was so effective that it led to two reorders, reflecting its strong impact in educating consumers and encouraging the use of Nivea deodorants.
