Nivea Introduces Moisturizing Cream with $1 Million Campaign

Nivea is using a sweepstakes and millions of samples as part of an integrated campaign to promote its newest introduction into the skincare category, Nivea Soft, in a $1 million spend.

This month, a three-month sampling campaign will put 3.1 million samples of the moisturizing cream into the hands of the Nivea Soft target, women ages 18 to 49. The samples will be distributed at events, festivals and carnivals countrywide via booths designed to resemble the 6.8 oz. tub the product comes in to aid in recognition at retail. Each sample distributed by in-field staff comes with a $1 off coupon. Flying high above the booths will be two 30-foot high inflatables to draw attention to the booths.

At a digital kiosk in the booth, information on Nivea Soft will be available and gals can enter the Weekend of Softness sweepstake to win a trip for two to the Roman Spa Hot Springs Resort in Calistoga, California. The sweepstakes, also promoted at www.niveapromo.com/soft, is communicated to consumers via local radio spots in each market the Nivea visits.

At the events, which run through October, consumers can also participate in the Nivea Soft Touch Test, designed to draw attention to the softness of Soft by letting consumers place their hands into miniature clouds to guess what's inside: cotton, silk or cashmere.

Maya Marketing in Stamford handles.

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