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NIVEA
"MicellAIR Skin Breathe Launch"
Problem
Launch and establish NIVEA in the Philippine face category with the NIVEA MicellAIR Skin Breathe.
Insight
Filipinas have normalised the idea that alcohol-based cleansers are effective because they sting.
Strategy
FCB Manila saw the huge opportunity for NIVEA MicellAIR to be a game-changing cleansing product by disparaging the stinging effect of the competitors.
Solution
The campaign centralized on the key message that highlights the gentle nature of micellar water and how it cleanses the skin without the sting of alcohol. The launch was also amplified with Liza Soberano as the celebrity endorser, a fresh face that is popular among the constantly-in-progress Filipinas.
Results
The campaign propelled NIVEA to the number one spot within months of launch and eventually won over consumer preference as
9/10 Filipinas
preferred NIVEA as their micellar water brand VS. competition
Make change happen
© 2021 FCB Manila, Inc. All rights reserved.
© 2021 FCB Manila, Inc. All rights reserved.