NIVEA
MAKING THE LEGACY OF 'CARE' FUN AND YOUNG
The best thing about NIVEA? It's the brand every young girl has seen her mom use. The worst thing about NIVEA? It's the brand every young girl has seen her MOM use.
To the 18-year-old, this 110-year-old brand is synonymous with her mother’s skincare.
The biggest challenge the brand has been facing for the last few years is making its legacy relevant to GenZ - which was the lens we approached every product launch, campaign launch, and brief with, leading to endless innovative campaigns that helped us give 'care' a fun, youthful twist.
NIVEA SOFT FRESH BATCH
To become relevant to GenZ, NIVEA launched limited edition NIVEA Soft packs, based on 4 personas that young girls would find relatable - Entertainer, Fashionista, Smarty, and Sporty.
But this wasn't enough... we needed to show this girl that not only did the brand get who they are, but who they want to be.
Presenting, NIVEA Soft Fresh Batch – a digital-first property that gave the generation of content creators the chance to get their fresh start as an influencer! How?
-
We started with a branded filter that represented the limited-edition tins of Soft launched, and the categories of influencers we were looking for (Sporty, Smarty, Fashionista, and Entertainer)
-
We collaborated with some of the country's biggest social superstars, one for each category, making them the campaign's mentors -
-
Thousands of girls sent in their Reels pitches, showing us why they deserved to win
-
75 lucky girls won the experience of a lifetime – a weekend spent learning from the internet’s best (amongst other things)
Thus, NIVEA, a 110-year-old brand, helped show the world that if you know how to keep it fresh, age is just a number.
The Arnaz Effect aka the role I played:
-
Played a key role in conceptualising the property
-
Led and supervised production and campaign execution
-
Conceptualised and co-wrote brand promos, influencer scripts, etc.
NIVEA NATURALLY GOOD
I led the campaign launching NIVEA's sustainable skincare range - finding different ways to highlight what made the range special (the fact that the range was good for nature AND your skin, and the body lotion bottle's freakish bendability that helped minimise waste), while still keeping the campaign assets fun.
The Arnaz Effect aka the role I played:
-
Played a key role in conceptualising and scripting each film
-
Led and supervised production and campaign execution
Unreleased work for NIVEA includes a film for the NIVEA Naturally Good shower gels starring Taapsee Pannu, films for the NIVEA Soft scented variants, and new brand campaigns for NIVEA Roll On as well as NIVEA Soft also starring Taapsee Pannu.