Consumer Goods

Success: Nivea Sun Block Ad

  • CAN376346
  • 19 Pages
  • October 2014
  • Consumer Goods
Summary
Nivea's highly acclaimed "Sun Block Ad" was underpinned by a mobile app and a technology laden magazine insert that transformed into a bracelet and allowed Brazilian parents to keep track of their children's whereabouts on the beach. Once the tear-out bracelet was synchronized with the Nivea Protg app, it sent an alert to the mobile if the child strayed beyond a certain point set by the carer.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is the Nivea "Sun Block Ad" considered an interesting case of success?

- What consumer insight underpins this marketing success?

- What can I learn and apply from the success? Is it indicative of the future?

Key Highlights
The unique ad allowed Beiersdorf to more holistically and creatively convey the Nivea brand promise of care and protection to capitalize on the attractive Brazilian market.

Recognizing that marketing innovation contributes to perceived differentiation, Nivea built upon a previously successful combination of print and digital marketing to solve a key childcare challenge for Brazilian beachgoers.
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