Paul Howell
May 11, 2011

Rihanna joins Nivea's largest-ever marketing effort

GLOBAL - German cosmetics giant Beiersdorf is realigning its well-known Nivea brand of products as part of its 100th anniversary. The skincare brand is set to spend over US$1.4 billion in getting the message out.

Rihanna joins Nivea's global party
Rihanna joins Nivea's global party

DraftFCB is the lead agency for Beiersdorf and the campaign. The cosmetics giant has signed on international R&B sensation Rhianna for what will be Nivea's biggest ever marketing effort.

Markus Pinger, Beiersdorf board member responsible for brands, said the '100 years skincare for life' campaign visually highlights the importance of skin, capturing moments of closeness between people of different ages, genders and nationalities. Rhianna’s 'California king bed' provides the soundtrack to the emotional images and the campaign also leverages on the performer’s online fan base.

“We know that people only feel comfortable in their skin if they are happy about the way they look,” he said. “That is currently only around 10 per cent of all women worldwide.” The campaign will cover TV, print and digital media. The ads demonstrate the diversity of skin, Nivea’s comprehensive skin care expertise and its diverse portfolio of products.

The campaign will cover TV, print and digital media. All Nivea brand websites have been updated to incorporate the campaign’s look and feel, and Nivea’s official Facebook page now includes an interactive tool allowing friends to integrate themselves with a Rhianna video.

Nivea is also sponsoring Rihanna’s ‘Loud’ tour of the US and Europe.



Project Nivea 100-year celebration
Client BDF Beirsdorf
Creative agency Draftfcb
Exposure Global TV and print, online

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