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 The company Beiersdorf and its Nivea brand was awarded the Bronze Lion at the Cannes International Advertising Festival. The advertising campaign was recognized by anti-cellulite audiences and critics as a breakthrough. It is noted that the project was able to verify the effectiveness of the advertised funds even hardened skeptics.
Around the world, anti-cellulite is traditionally perceived by consumers are skeptical. This is the main difficulty, as they advertise. Nivea, seems to have found an interesting way out.
The task was to present its new product line of anti-cellulite cream-gel, patches, and dietary supplements. Born a campaign under the slogan: "Good-bye Cellulite, Hello Bikini." In advertising involved a real girl that within 4 weeks tried these tools myself. And then, the most successful of these experiments were to product packaging, and on page gloss and TVC. The idea of using non-professional models in advertisements is not so new, there are brands that are from time to time resorted to this technique (eg, Vichy or Dove). But what Nivea chose to do the "right" product, which is really very difficult to advertise with recognized beauties models, is, perhaps, was the success of this campaign.
It should be added that in its entirety, this advertising campaign was implemented in the United States.
Other winners of Cannes Lions in the field of cosmetics and perfumes have become well-known brands in Russia: Gilette and Axe.
Author: myCharm: Julia Gnedina
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