Beiersdorf East Africa has begun its activation of the global celebrations marking 100 years of (their brand) NIVEAâ€™s existence. The celebrations also marks the launch of a new campaign dubbed â€œ100 Years Skincare for Lifeâ€ which will be centered around the NIVEA CrÃ¨me tin which was the first NIVEA product to be launched in 1911.
In Kenya, the campaign will be supported by TV, Radio and Print campaigns, as well as consumer targetted road shows across major towns in Kenya. NIVEA will also be running a consumer promotion where a lucky consumer will win VIP tickets for two to attend US Singer Rihannaâ€™s world tour to London. Globally, NIVEA has enlisted music icon Rihanna who will help serve as the voice of the anniversary celebrations that will further engage a new generation of NIVEA consumers. Her song â€˜California King Bedâ€™ will accompany the whole anniversary campaign internationally.
Speaking during a media briefing (15th July 2011) Beiersdorf East Africa Managing Director, Mr. Mathieu Levasseur, noted that â€œ Our NIVEA brand has been a staple in a lot of peopleâ€™s homes building us a loyal consumer following. As we mark this huge milestone, we want to pay homage to these consumers who have been with us and also look forward to enlisting the next generation of fans.â€