Celebrated Nivea's 100th birthday with Rihanna in their biggest global shopper program ever
As Nivea headed into its second century, it was important to reimagine the brand through the eyes of today’s global consumer. Skin really matters—surprisingly, less than 10% of women truly love their skin. We gave shoppers the confidence they needed for intimate moments with help from Rihanna and her single “California King Bed." “Cheek to cheek, skin to skin…” the shopper campaign delivered a functional message in an emotional way, encouraging consumers to get close.
- Broadest shopper marketing program to date
- Partnered with retailers across the food, drug and mass channels to activate in-store promotions (19 retailers in the US)
- 20% incremental display
- 30% increase in dollar share during the program period
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