05.01.11
As Beiersdorf prepares for future growth, the Nivea brand, now in its 100th anniversary year, remains front and center as the world’s largest skin care brand.
Nivea Creme has been sold worldwide in the classic blue-and-white tin for almost 100 years, and has spawned an extensive product family of skin and body care products, which resulted in net sales for Beiersdorf of almost four billion Euros last year. Now, to reach new target groups, Nivea has collaborated with music superstar Rihanna on a massive digital mobilization campaign in social media, expected to generate over one billion page views in one week. Her music will be incorporated into various campaign elements. In addition, a 10 Eurocents donation will be made to children’s aid organization Plan International for each Special Edition Creme tin sold. Sales of five million tins of Nivea Creme are expected this coming year.
Nivea Creme has been sold worldwide in the classic blue-and-white tin for almost 100 years, and has spawned an extensive product family of skin and body care products, which resulted in net sales for Beiersdorf of almost four billion Euros last year. Now, to reach new target groups, Nivea has collaborated with music superstar Rihanna on a massive digital mobilization campaign in social media, expected to generate over one billion page views in one week. Her music will be incorporated into various campaign elements. In addition, a 10 Eurocents donation will be made to children’s aid organization Plan International for each Special Edition Creme tin sold. Sales of five million tins of Nivea Creme are expected this coming year.
