Nivea, one of the world’s most popular deodorants, created a new look for its female range by moving to a taller and sleeker aluminium aerosol can. The 3-year re-packaging process, one of the most important marketing projects in the brand’s history, was carefully managed at all stages to meet advanced technical requirements and customer specifications.
Design innovation was complemented by the two state of the art multiple stage necking systems at Trivium’s aerosol plant in Veenendaal, the Netherlands, to produce the uniquely shaped can in the most efficient and precise way. The design was extensively market tested for consumer reaction and comment. The favourable response, together with an improved shelf stand-out – the can is 9mm taller than its predecessor – contributed to a recent successful launch in Europe.