Nivea Men: Ultra skill

Ivan Shavrov, Roman Ryazanov, Pavel Osetrov

Personal care brand, NIVEA MEN, reconsidered its traditional communications style and focused instead on understanding audience behaviours to win the hearts of gamers in Russia.

Campaign details

Brand: Nivea MenBrand owner: Beiersdorf AGLead agency: Wavermaker RussiaContributing agencies: Winstrike Agency, DonationAlerts, WhyNotMarket: Russian FederationSector: Shaving products, Toiletries & cosmetics (general)Media channels: LivestreamingBudget: Up to 500k

Executive summary

Gamers were 'mission impossible' for most advertisers craving to catch their attention. To have Nivea Men accepted by the gaming community, we reconsidered the brand's traditional communication style, and instead made it bold and appealing to gamers. To do this, we created the Ultra Skill – a symbol of high-level gaming performance. We used...

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