Beiersdorf: NIVEA Electric Picnic Experience

NIVEA, a skincare brand, raised awareness of its products among Irish millennials by setting up an experience zone at Electric Picnic, the largest music festival in Ireland.

Campaign details

Agency: Because XMCountry: Ireland

Background

In 2015 NIVEA was the number 2 brand in the market with a 34.6% market share. The market is incredibly competitive with discounted pricing and BOGOF offers. The brand were under a lot of pressure to create a point of difference with the very important 18-35 year old market.

NIVEA were struggling to get consumers to trial their new and existing products. This makes sense. Consumers are very particular about their cosmetic and moisturizing products and want to trial before purchase. The problem is there are not many opportunities to...

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