Channel 4 has partnered with Beiersdorf's NIVEA BLACK & WHITE Deodorant on a brand-new social branded entertainment format, Fresh from the Noughties with Miquita Oliver.
The show follows three Gen Z participants as they step back into the world of the noughties, immersing themselves in the style, confidence and culture of the era, hosted by T4 icon Miquita Oliver.
With support from aspirational millennial and celebrity stylist Ayishat Akanbi who lived through the decade first time around, each participant embarks on a personalised "noughties reset" designed to help tackle modern struggles around confidence, friendship, dating and self-expression.
Featuring lessons in everything from building real-world connections to worrying less about perfection, the experiment explores whether millennials can help Gen Z transform not just their look, but their mindset too - with NIVEA B&W Deodarant by their side throughout their confidence-building journey, helping protect clothes from white marks and yellow stains so people can wear what they love with confidence.
Fresh From the Noughties with Miquita Oliver will be released on Channel 4’s YouTube on 21 September, in the form of a long-form episode produced by Interstellar, alongside accompanying social shorts and a promo TVC on Channel 4 streaming.
A bespoke 30-second TV creative (TVC), produced by All Things, will also be released on Channel 4’s linear and streaming platforms.
Hanz MacDonald, Digital Commissioning Executive at Channel 4, said: "Fresh From the Noughties with Miquita Oliver is a light-hearted look at whether the style, culture and mindset of the 2000s still have something to offer young people today. As one of the defining faces of the era and a much-loved part of Channel 4's history through T4, we’re delighted to have Miquita Oliver on board, bringing authenticity, humour and real insight."
Ormerod and David Williams, Interstellar Exec Producers, said: “Hats off to the Gen Zs who handed over their lives and their smartphones to mentors Miquita and Ayishat for 48 hours of noughties living. They embraced the opportunity to go beyond the Y2K fashions and noughties nostalgia and swap scrolling for real connections. It will be fascinating to see what noughties habits they take back into their real lives.”
Sam Hicks, Head of Advertiser Strategy at Channel 4, said: "This partnership is a great example of how brands can be part of entertaining, culturally relevant content through formats that feel both playful and purposeful. NIVEA BLACK & WHITE Deodarant was a natural partner for a project centred on confidence and self-expression.
“As the first partnership to use our new Enhance offering, it also shows how we can build on the impact of branded entertainment, creating new opportunities for viewers to engage with content and brands across streaming."
Andrew Rawle, NIVEA Marketing Director Northern Europe at Beiersdorf, said: "Fashion has always been at the heart of NIVEA B&W Deodorant. As the brand that pioneered anti-stain deodorant technology, we help people wear the clothes they love with confidence, without worrying about white marks or yellow stains, whilst offering reliable 72hr protection from sweat & odour.
“That's what makes Fresh From the Noughties such a natural partnership. By combining fashion, confidence and entertainment, we've been able to connect with audiences through a culturally relevant format that feels authentic to both the brand and the story being told."
Becks Montgomery, Founder & Executive Creative Director at All Things, said: "When Channel 4 approached us about this partnership, we jumped at the chance to go back to the noughties with Nivea Black & White Deodorant. Pouring the incredible energy of this era into every single detail, we tapped into cultural moments and translated them into high-impact, authentic storytelling. The result? A TVC that is as vibrant, fun, and iconic as the brands themselves - showing that the best bits have staying power.”
The deal with Beiersdorf was brokered and managed by OMD UK.
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About Channel 4
Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.
The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.
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In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.
From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests millions in training, development and learning opportunities annually.
Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.
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