The Beiersdorf campaign, titled '100 Years Skincare for Life', is centred around the values that have been associated with the brand for generations: Trust, honesty, reliability, quality and family. Collectively, the worldwide activities in the anniversary year will strengthen the brand and further build its position as the number one skin care brand.
Nivea's global marketing budget for 2011 is in the region of one billion euros, with approximately 70% of this being invested in the new campaign. In South Africa, double digit millions of Rands are being invested in the new campaign, equating to more than 50% of the marketing budget.
Marketing director of Beiersdorf South Africa, Laurens van den Berg, explains the campaign focus. "The campaign will facilitate sustained and profitable growth for the brand, as well as its trade partners on the basis of its core competences."
"In a partnership between beauty and music, the brand has signed up international star Rihanna, as the voice of its 100 year celebration. She will have a powerful presence throughout the anniversary year, particularly in the advertising campaign, with her song, 'California King Bed', featured strongly," says van den Berg.
The brand will be using social networks such as Facebook and YouTube to communicate with and mobilise superstar Rihanna's fan community, reportedly over 23 million fans on Facebook.
It is also sponsoring her 'Loud' tour of the US and Europe, with a range of activities for young consumers. Over the year, it is hoped that the campaign activities on brand's websites worldwide will generate some 120 million messages and communications on both subjects, via social media platforms.
A South African consumers' competition is running at present in stores, a booklet in women's magazines, at shopping mall activations and on the local website.
The local website will also give SA consumers the chance to download music, Rihanna wallpaper and photos, using a special code found on stickers on 150,000 body products in stores across South Africa.
Television and print advertisements will pay tribute to the 'little blue tin', which has been trusted to care for skin for 100 years. The TV commercial will feature local South African talent with Rihanna's captivating new soundtrack included.
A series of print advertisements will appear in women's magazines using visuals, which elevate the importance of skin, each capturing moments of closeness between people of different ages, genders and nationalities. These magazines will also feature the story behind the brand's history, with tins being released.
One of the world's biggest skin advisory tours in retail, with over 75000 promotions worldwide, will also draw attention to the new campaign. It is expected to generate more than 13 million consumer contacts and 1.7 million consultations with individual skin analyses globally. This is in South Africa until 14 August, at shopping malls across the country.
Van den Berg concludes, "Celebrating this significant milestone is an excellent opportunity to make the brand more accessible to more South Africans."
For local brand news, go to www.nivea.co.za.
