Campaign details
Brand: BeiersdorfAgency: OMDRegion: APAC
Strategy
Objective
Business Challenge:
- Dipping Brand Equity: Brand Equity for NIVEA soft Moisturiser was dipping with every passing day.
- Red Ocean: With the proliferation of several brands, the 'urban moisturiser crème' market was becoming increasingly cluttered with every passing day. The competition had massive media outlay & resources. Therefore, a conventional FMCG approach wasn't going to win.
- Changing Consumer Preferences: Consumer preferences and trends in skincare are constantly evolving.
- Brand Fatigue: Longevity in the market may lead to brand fatigue among consumers, requiring continuous efforts to refresh and rejuvenate...