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Nivea used print to reinforce their brand messaging

Nivea wanted to further connect their brand’s identity with their tagline ‘Nivea Protects’. Instead of focusing on sun cream, they showed they cared about its customers beyond the product range.

How they did it

  • They ran a print advert in 2,000 copies of the popular women’s magazine Veja Rio
  • A paper bracelet with a tracking device could be removed out and placed on kids acting as a child locator device
  • Parents could link the location device to their smartphone and be alerted when the child was wandering too far away

The results

  • Sales increased by 62%
  • Nivea became the leader of solar protection in the Brazilian market
  • Outstripped its main competitor by 13%

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