Nivea kicks off China repositioning push

The integrated campaign, touted as the brand’s biggest push of the year, incorporates outdoor, TV and print media in an attempt to drive audiences to the campaign’s website and share their definitions of ‘beauty’.

The minisite showcases Nivea consumers’ stories of beauty and pairs their answers with Flash animations. Some of the more creative responses will feature an accompanying illustrated comic strip uploaded by artists recruited by Nivea. Winning stories will be selected weekly and will be used in the second phase of the campaign, set to launch early next year.

“Nivea is looking to move from a brand that is purely about care to a brand that is more about beauty,” said Eugene Chew, general manager of Agency.com in Shanghai, the digital agency charged with developing the campaign. “This is going to be a long-term campaign about brand repositioning.”