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Cheil UK

NIVEA

The work so far

Our NIVEA social and digital work from April - Aug 2018.

Disciplines: Advertising/Creative

Sector: FMCG

Agency: The work so far , Cheil UK

BITE Insight

It’s many a bathroom’s staple. That circular blue tin adorned with white writing, the chalky smell reminiscent of grandparents’ houses and squeaky clean bath towels. NIVEA was founded over a hundred years ago and, just three years after it launched, the creme was available on every continent.

How then to translate the brand’s messaging for a modern audience across social and digital platforms? And how can that message break through the deluge of beauty information online users are subjected to each day?

Cheil UK worked with NIVEA and NIVEA For Men on their social and digital content. The short clips taught guys about manscaping using the NIVEA shaving range, encouraged guys and girls to call their mum for advice, showed teens how to mix and match their products and helped make-up enthusiasts ‘turn a whoops into a wow.’

The smart, humorous films allowed the brand to translate its messaging to a new audience and helped the content stand out online.

While most of the slots were animated, some were interspersed with real life footage, including that of Real Madrid football players who were used for the launch of Deep Impact, a new grooming range for young men. This was the most successful global launch for a NIVEA for Men range ever.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

www.linkedin.com/in/izzy-ashton-950352a7

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