Beiersdorf's sponsorship of New Year's Eve Times Square celebration a success

WILTON, Conn. Beiersdorf is still basking in the afterglow of its New Year’s Eve party, which kicked off the OTC company’s advertising budget of some $30 million behind its new Nivea-branded lip care offering, which launched in October 2008.

The festivities were kicked off in grand fashion, as Beiersdorf sponsored New York's Times Square celebration, and millions gathered to watch the ball drop and welcome 2009. The company plans to repeat its Times Square sponsorship in 2010.

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