NEW YORK Beiersdorf is promoting its introduction into the lip care segment with the launch of a national ad campaign for the new Nivea Lip Care.
The campaign builds on the Nivea body “Touch and Be Touched” platform, highlighting “Kiss and Be Kissed” for Nivea Lip Care. The $30 million integrated U.S. campaign, featuring broadcast, print and online advertising, and event sponsorship, kicked off Sept. 22.
Developed by TBWA/Chiat/Day, the three 15-second television ads focus on the emotions evoked when a great kiss happens.
“An integral part of the campaign is music, as its emotional and engaging character creates a positive connection between consumers and the brand message,” stated Nicolas Maurer, vice president of marketing for Beiersdorf USA. “As Nivea becomes more and more a part of popular culture, it is expanding its use of music to include both established and emerging artists across its communications‹advertising, free downloads, tour sponsorships and promotional events.”
The new Nivea Lip Care, available at food, drug and mass, features 11 formulations that address a range of women?s needs while delivering hours of moisturization.
The new Nivea Lip Care marks the first major category introduction for Beiersdorf since 2001.