Old and new come together as FMCG giant Beiersdorf’s Nivea celebrates its 100th anniversary with a new campaign, "100 Years Skincare for Life" featuring an integrated campaign that appeals to new fans via Rihanna, the brand's global ambassador.
Even her latest hit single, California King Bed, reinforces the Nivea brand with lyrics (“Chest to chest. Nose to nose. Palm to palm. We were always just that close”) that capture the emotions of intimacy and connection for the skin and body-care brand, whose name derives from the Latin word niveus/nivea/niveum, meaning "snow-white."
The centennial campaign include consumer promotions such as the Nivea-sponsored private Rihanna concert last monthin Milan as prizes plus ten million online codes on products for Rihanna downloads on the Nivea website.
Nivea is also sponsoring Rihanna's 'Loud' tour of the US and Europe in a concerted effort to make an old brand relevant to younger consumers.
“I think if you feel comfortable within your skin, it shows” says Rihanna. “Me & NIVEA have teamed up & partnered to celebrate their 100th year anniversary which I am very, very excited about and honored and proud to be a part of."
Nivea's 100th anniversary celebrations aren't all Rihanna, all the time. A corporate social responsibility campaign highlights the brand's global partnership with children's aid organization Plan International, including funding a new long-term project to help kids in Guatemala, with a special-edition creme being released in October to help fund that effort.
According to a study last year of 1000 women,
• Fewer than 10% truly love their skin
• 27% want to put "a bag over their head" on bad skin days
• 33% plus would rather have "blemish-free skin for a year" then take a free vacation wherever they choose
• 25% would "give up sex" for a month in order "to have a clear complexion."
“This knowledge was one of the main factors in our decision to make skin the focus of our campaign," said Markus Pinger, Beiersdorf Board Member, responsible for brands.
Additionally, Nivea For Men is shifting focus to digital in a sponsorship initiative with the England football team promoting its message “Preparation is everything.”
A competition, the Great Football Experiment, invites amateur football teams to enter for a prize of England-standard training during a full football season with FA coaches, physios and nutritionists, and a year’s worth of filming that will be made into webisodes on YouTube and a dedicated online hub.
“Previously we leaned heavily on traditional media, but it meant guys that weren’t involved in the category could just switch off. But this is less of an ad campaign and more of a campaign for consumers to be involved with. We want to really push the boundaries in digital media,” said brand manager Linsi Key.
Supported by former England manager Terry Venables and coaches Ray Wilkins and Ray Clemence, the campaign launches Nivea For Men’s first Facebook page where fans will vote for their favorite amateur team; or separately, enter a sweepstakes co-sponsored with Esquire for a Las Vegas weekend titled, “Look Like You Give a Damn.”
Nivea For Men digital manager Matt Marlow, sums it up, “We’re relinquishing control over the brand to our consumers.”
(Below: a behind-the-scenes look at Rihanna's Nivea commercial shoot.)