The calculus of Nivea’s strategy update

Beiersdorf-owned Nivea creme needed to increase its appeal among younger audiences through a brand refresh and pre-tested the strategy’s written form to create a global position.

It may not be fashionable to say so, but Nivea’s strength comes from playing in the mass-market, in the unremarkable, the quotidian, the one-size-fits-all. That’s not to say that any refreshing of Nivea Creme, one of its core consumer products for over 100 years, is turning away from the every-day, it’s about making it part of a wider and more diverse set of people’s routines.

Brands like Nivea Creme, owned by Beiersdorf AG, are in many ways the archetypal Ehrenberg Bass case study. In a 2019 strategic profile by Euromonitorof the Hamburg-based multinational company, Nivea’s mass-orientated brand...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands