Nivea Protection Ad Case Study

Any parent who goes to a crowded beach constantly needs to face two major concerns: having to keep a constant eye on their little ones and protecting their delicate skin from sunburn. Nivea Sun decided to answer both needs so that parents can totally relax while they are at the beach!

Well-known for its fight against the harmful effects of the sun on people’s skins, Nivea Sun has successfully positioned itself as the leading sun protection brand for both adults and children.  However, in order to help parents protect their children from getting lost on the beach or from swimming too far, the brand had to come up with a new idea. What could possibly help parents avoid a constant surveillance of their kids? How could the brand help them relax and become more than just a sun protection product?
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Nivea Sun teamed up with the agency FCB Brazil and their solution to answer this need is pretty creative! They released a magazine ad that included a bracelet with a location tracking technology that can be detached and placed around a child’s arm. Then, parents are required to download the Nivea Protege app and link it to the bracelet code. Finally, the app alerts parents if the child goes beyond the distance they pre-set.

Here’s how it works:

I believe this is a very smart move from Nivea; with this new innovation, the company is able to show that it is not just a skin care brand, but an organization that cares about its customers needs beyond its product range. With this message, Nivea Sun reinforces its brand positioning around the concept of removing stress while promoting benevolence and protection. However,Make Google My Homepage on Safari a bracelet like this requires solid terms and conditions that will protect the brand from the possibility that the bracelet doesn’t work properly.

Nivea Sun already released a similar campaign last year with the help of the same agency, in which a magazine ad featured a solar charger for consumers’ phones on the beach (see it here). The use of creative technology for both the solar charger and the localizer bracelet is part of Nivea Sun Brazil’s strategy to create a buzz and efficiently communicate its brand values.

Now let’s hope the idea of the child bracelet will expand across the world, as it will probably help several parents enjoy their summer holidays without concerns!

References:AdForum, Mybrandfriend, Marketing News,Business Insider
Pictures: Screen shots from the video

Marion

Marion is the Founder of The Branding Journal. Her passion for strategic marketing made her create The Branding Journal - with the objective to offer an online platform to branding professionals.

A careful market segmentation is critical to successfully selling products; you need to understand what makes different consumers tick and how best to reach them.  Skincare giant Nivea conducted an impressive market research campaign that can be modeled by other firms.

First, a little background: Beiersdorf is an international skincare company with leading brands such as Nivea and Eucerin.  They have expanded significantly in the UK market through effective segmentation that matches consumer needs.  The company has become the value leader in the field, meaning people spend more on Nivea sun protection products than any other brand.

One important product line for Nivea is sun-related skincare products, worth upwards of £173.6 million in the United Kingdom alone.  Nivea’s reputation in this broad segment is bolstered by robust scientific research and development focused on providing the best protection possible from the sun’s skin-damaging rays.

The key was to further segment the sun protection products market by two important factors: Skin type and the climate where the products are used. Skin types include very light, fair, normal, dark and children (who tend to have thinner, lesser developed skin) while the climates include moderate, hot and very hot.  The level of protection is measured by SPF, which stands for Sun Protection Factor.  The lighter the skin and the higher the temperature, the higher the SPF that is needed.  SPF 20 may be adequate protection for a fair-skinned person in the UK, but SPF 40 might be recommended for the same person if they were in a more tropical environment.

The company’s market research revealed significant demographic differences between men (who go for convenience), women (who gravitate towards more luxurious products) and children (a market reached through adult parents, mostly mothers).  Through the use of surveys and focus groups, Nivea was able to determine the attitudinal differences between distinct segments of consumers.

They discovered concerned consumers who were not at all concerned about getting a tan but instead were more focused on protection from sun damage.  Sun avoiders don’t buy these products at all because they avoid high-exposure situations, although with education they may be convinced of the need for sun protection product purchases.  Conscientious sun lovers love being out in the sun but are concerned about protection.  Careless tanners, on the other hand, don’t worry about the sun at all and buy low-SPF products if they buy any at all.  Finally, the naïve beauty conscious people are the ones who want to have a good tan but don’t adequately understand the relation between SPF and protection.

Nivea used this research to develop their unique brand positioning that includes making sun care as simple as possible, providing education about the importance of protection and finding ways to reinforce that protection message.  One product innovation that came from this research was a product that offered full and instant protection from both UVA and UVB sunrays because many consumers fail to apply such products in the necessary time frame for effectiveness (20-30 minutes before exposure).  Other product innovations have included sprays that are easy to apply, colorful products for children and water-resistant products for both children and adults.  Advertising for children’s products targets the mothers of children with a protection message.

Interested researchers can get an important insight from the Nivea case study: a sophisticated market segmentation strategy goes beyond simple demographics.  Through targeted research, firms develop an understanding of customer segments that takes buying habits and motivations into account.  Using this segmentation, product development and messaging both become more effective and sales and revenue increase.

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