NIVEA
Lead Strategist
THE SITUATION: How do you make a 111-year-old company feel like a modern, relatable beauty innovator?
NIVEA wanted to launch a new, innovative product and refresh the overall brand to appeal to a younger audience. Breathable is a nourishing body lotion that feels lightweight and leaves no sticky, greasy feeling. We needed to prove to younger consumers this was groundbreaking & fit with their lives.
THE INSIGHT:
Consumers are more likely to purchase body care they recognize with straightforward benefits they trust. They think: “I want to believe that there is a better way to nourish my skin, but frankly I think the category is full of ‘s*it’, so I’ll just stick to what is tried and tested.”
THE APPROACH:
Game Changer: NIVEA Breathable is like no other. And the only way to show people just how well it works was to put it to the test. Through a series of experiments, we demonstrated that this is a lotion that never gets in the way; even when you’re putting on jeans, doing yoga, biking to work, or whatever. NIVEA Breathable truly is… a Game Changer.
BRINGING NIVEA INTO THE 21st CENTURY
Throughout every stage of the project, diverse & authentic talent was extremely important to the success of this campaign. And those genuine, real bodies resonated with consumers & connected that image with NIVEA in their minds.
THINKING BEYOND TV & DIGITAL
I designed a full ecosystem and consumer messing matrix to ensure we were saying the right uniquely Nivea message at the right time.
