100 Years Skincare for Life: NIVEA makes billion-euro investment in its biggest global campaign ever
Cross-media digital measures will address new NIVEA consumers. Rihanna's song, 'California King Bed' will accompany the NIVEA anniversary year internationally.
- Cross reference: Picture is available via epa european pressphoto agency and can be downloaded free of charge at: http://www.presseportal.de/pm/8057/
Hamburg, May 10, 2011 - We are realigning the NIVEA brand during its centennial year. On May 15 we're launching a global campaign, "100 Years Skincare for Life", centered around the values that have been associated with NIVEA for generations: trust, honesty, reliability, honesty and family," said Markus Pinger, Beiersdorf Board Member for Brands, at the NIVEA Skin Journey press conference on May 10, 2011. NIVEA invited guests from 50 countries to accompany it on a journey through the brand's history as part of its 100th anniversary celebrations. The two-day cruise gave them the opportunity to experience the new "100 Years Skincare for Life" campaign's image worlds live in history and science exhibitions. NIVEA has selected compelling visuals that elevate the importance of skin and capture moments of closeness between people of different ages, genders and nationalities. "We know that people only feel comfortable in their skin if they are happy about the way they look. According to a study*, that is currently only around 10% of all women worldwide. This knowledge was one of the main factors in our decision to make skin the focus of our campaign," explained Markus Pinger. NIVEA's marketing budget for 2011 is in the region of one billion euros and around 70 percent of this is being invested in the new campaign. NIVEA hopes that this investment will strengthen the brand and stabilize its position as the number one skin care brand.
NIVEA has signed up international star Rihanna as the voice of its anniversary campaign and her song, 'California King Bed', will accompany it throughout. There will be consumer promotions with Rihanna concert tickets as prizes, plus ten million online codes on products for exclusive Rihanna downloads from the NIVEA website.
NIVEA hopes to mobilize Rihanna's vast fan community in social networks such as Facebook and YouTube. 10 percent of the campaign budget is dedicated to digital activities. NIVEA is sponsoring Rihanna's 'Loud' tour of the USA and Europe and organizing a range of activities to address young consumers. A NIVEA local blogger will also be reporting on the tour. It is expected that campaign activities on the NIVEA websites will generate some 120 million messages and dialogs on social media platforms worldwide.
The digital campaign is flanked by a multi-level NIVEA TV and print campaign that initially focuses on NIVEA Creme in the blue tin. It will be followed by a product campaign featuring the key Visage, Body and Deo product lines. All campaigns will be supported internationally by mega posters, billboards and citylights.
The world's biggest skin advisory tour in retail with over 75,000 promotions will also be running. It is expected to generate more than 13 million consumer contacts, including around 1.7 million consultations with individual skin analyses.
You can find further texts, photos, footage and videos on NIVEA's 100th anniversary in our virtual press center at http://www.beiersdorf.com/NIVEA100
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