Tina Balaa

Nivea Baby

Brief: Beiersdorf was looking to launch a new NIVEA category for the first time in the MiddleEast. NiveaBaby wanted to fit into a highly competitive market, knowing that many other brands have already gained traction being a part of the Baby market for quite sometime. Nivea’s goal was to go in strong, being smart and confident as they have already generated heritage in the family home with hero products such as their infamous Nivea Creme tin. This iconic blue tin would be adapted for their baby range as well and was looking to be promoted as a hero product.

Executional Idea: We created a campaign approach, where we tackled different key elements which we thought would highlight their products and stand out on shelves. Nature, nurture and heritage were elements that were important to include and gained a lot of weight when it came to their USP spectrum.

Markets: GCC

Agency: OMD Omnicom Media Agency
ECD: Haytham Zoghby
Copywriter: Yasir Muhamad

We developed a series of social posts which were playful, resonated with our target audience, and fit perfectly onto our social platforms.

It was important to carry this campaign offline, we wanted new parents to have our products at hand. Our plan was to create ‘Mabrook Baskets’ and give them out to parents in the maternity ward. We also cleverly used the iconic Nivea tin to generate day old handprint souvenirs for parents.