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Friday 4 March 2011

Rihanna and Nivea: a new partnership

Music phenomenon Rihanna - currently performing at her first Sydney concert - has just been announced as the "voice of Nivea's 100 year celebration" - and here is a sneak peek of her stunning photo for the brand.

The new Nivea brand campaign is called “100 Years Skincare for Life”.

It will consist of a series of global activities throughout the year starting in May and will include a huge marketing campaign, globally aligned point of sale activity, and a multi-channel consumer digital campaign, aimed at a younger target audience.

Nivea has been around for eons, and this exciting new development means the brand will continue to pay homage to its heritage - while looking ahead to the next generation of fans: enter Rihanna.

To celebrate the 100th anniversary, Nivea will be throwing a “thank you” event to celebrate with consumers from around the globe. Plus, a large-scale skincare advisory tour, which will span across 75,000 promotion areas in retail around the globe, is expected to generate more than 13 million consumer contacts, according to Nivea.

“Over the past 100 years, Nivea has been an iconic skincare brand across the world that is built on the trust of our consumers. We are excited to have Rihanna supporting us in our celebration and building a new generation of fans,” said Markus Pinger, member of the board, responsible for Brands.

Nivea will serve as sponsor for Rihanna’s North American and European leg of her tour, beginning at the end of May.

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