MEC, who has been handling the media duties for the Nivea account since 2006, has retained the account, confirm industry sources. Nivea from Beiersdorf had called for a media pitch earlier this year.
Creams and lotions remain the biggest volume driver for the brand, which peaks around winters – October to February, whereas deodorants remain a big business consistently through the year.
The brand’s recent launch includes Nivea Men Fresh Active Shaving Range in India, last month. Following the launch of the Fresh Active deodorant and roll-on portfolio, Nivea Men further extends the line with the Fresh Active Shaving Range.
Nivea also partnered with MEC to launch a campaign for its lip balm collection, titled ‘Kiss and Make up’, aimed at the youth.
The brand also made its presence felt last year with its‘Go Sleeveless’ campaign for Nivea Whitening Deodorants, featuring Anushka Sharma, who has been the face of the brand for over a year now.
The brand, owned by Beiersdorf AG, Germany launched a wholly-owned subsidiary in India in 2005, known as Nivea India. The affiliate is headquartered in Mumbai and is responsible for all critical functions such as Marketing, Finance, Supply Chain and Sales to Key Accounts. The parent company Beiersdorf AG, Germany is a Rs 37,600 crore (Euro 5,750 million) beauty and skin care MNC. It has affiliates in more than 169 countries and enjoys market shares of up to 30 per cent.