Draftfcb launches new NIVEA Repair & Care campaign
‘Uncovered’ follows success of “100 Years Skincare for Life” campaign
Building on the success of its billion-euro “100 Years Skincare for Life” global campaign for NIVEA, the largest skincare brand in the world, Beiersdorf has launched “Uncovered” -- a new fully integrated, global campaign for NIVEA Repair & Care body lotion, hand crème and body crème. The work was developed by Beiersdorf’s global business partner, marketing communications agency Draftfcb.
The campaign stays true to the values that have been associated with NIVEA for generations: trust, honesty, reliability and quality. It captures the feel-good confidence the body lotion and crème can give to dry skin sufferers for up to 48 hours, with TVCs centred on the idea: ‘love it, show it, share it’.
“Our global insight indicates that dry skin actually makes people withdraw from life; we wanted to show that with NIVEA Repair & Care, you can feel better about your skin and yourself,” said Erika Darmstaedster, Beiersdorf global account director for Draftfcb. “The creative shows the important role that skin plays in helping to create and enhance a moment of closeness between individuals. When we feel good in our skin, we feel better about ourselves and others.”
Led by Draftfcb along with other partner agencies, the integrated campaign spans TV, print, digital, outdoor, PR and point of sale.
The global campaign will roll out to countries in Europe, Middle East, Africa, Latin America, North America and Asia-Pacific over the next weeks and months.
“After the launch of the ‘100 Years Skincare for Life’ campaign, work for Visage, Body and Deo followed. To build upon the success of these campaigns our goal has been to continue showing the depth of the NIVEA brand and build brand equity by sticking to NIVEA’s most celebrated and core products,” said Gaby Bell, Beiersdorf global planning director for Draftfcb. “The new spots build upon the classic brand while showing how these separate products impact the lives of skincare users and help create their moments of closeness.”