Carex made a memorable entrance into the Big Brother Naija 10 /10 season. The personal hygiene brand used its opening brand task to engage audiences and spark conversation. Viewers were treated to the “War Against Germs” challenge, which delivered a thrilling show.
As one of the major sponsors of the show, Carex leveraged the spotlight effectively. The brand’s new campaign highlighted its refreshed products hand wash, bar soap, and antiseptic liquid. Each item was integrated into the storytelling that unfolded in the house.
Setting the Stage: Housemates Step into Battle
The 29 housemates were dressed like military generals. Their mission was to eliminate over one million germs in seconds. Before the game began, the contestants engaged in warm-up activities. They built energy and drew the audience into the drama.
Then came the first challenge. This was called the “Game of Formation.” At the sound of a buzzer, housemates had to quickly form teams of five. It was a test of speed, coordination, and instinct.
By the end, five teams emerged Team MetaForce, Team Victory, Team Caribbean, Team Trojan, and Team No Germ Zone. However, four housemates were left out. Biggie, as always, had the final word. He wished them better luck next time.
Strategy and Speed Define the Second Round
Each team chose a captain and discussed strategy. Soon after, they were introduced to the second challenge a seven-stage obstacle course. This required physical skill and mental focus.
The tasks included climbing walls, walking balance beams, crawling through tunnels, and scaling ramps. Each team selected two representatives to run the course.
To begin, team captains chanted “Win the war against germs.” When the course was completed, housemates shouted the brand’s slogan: “Carex kills one million germs.”
The Race to Victory
Team No Germ Zone finished first with a time of 31 seconds. However, they ran instead of walking on one section. Because of this, Biggie added five seconds to their time. Their final time became 43 seconds. Team MetaForce completed the course in 41 seconds. Team Caribbean followed closely at 42 seconds. The last team Victory and Team Trojan clocked in at 56 seconds and 1 minute 1 second, respectively.
With the adjustment made, Team MetaForce officially won the task. The team featured Danboskid, Faith, Koyin, Zita, and Ivatar.
Carex Delivers More Than Just Soap
This task was more than entertainment. Carex transformed the BBNaija house into a live brand experience. The task was educational, memorable, and in perfect sync with the brand’s core values.
By using storytelling and strategic product placement, Carex reached millions. The activation not only promoted hygiene but also positioned Carex as a top-of-mind brand for personal care in Nigeria.
Why This Activation Worked
The brand task struck a perfect balance between entertainment and purpose. It was simple yet powerful, weaving together teamwork, individual determination, and clear product relevance in a cohesive storyline.
For other brands watching from the sidelines, this is a case study in effective brand integration. Carex raised the bar. It turned product messaging into primetime entertainment.
