DailyVista

Nivea

Joining long-distance couples for New Year countdown

Nivea's got the right idea. Why not capitalize on a traditional element of the New Year and bring two deserving couples together in the Big Apple to celebrate with a long-awaited kiss?

In its third year of activity, the skincare line launched a Facebook contest that will do just that, which lends itself to so many more tie-ins for 2011. The campaign looks like this:

 

Voting ends December 23, and the winning couples are announced December 28, just in time to watch the ball drop in the middle of Times Square, with Dick Clark, Ryan Seacrest and all the other wonderful tourists to surround them with love, and confetti.

“The brand is based on the insight that something wonderful happens when skin touches skin and humans connect, and the New Year’s Eve kiss sets the tone for the new year to come,” said Magnus Jonsson, vice president for marketing at Beiersdorf, parent company for Nivea.

- The New York Times

This isn’t the only tie-in for Nivea. Big Brothers and Big Sisters’ VP of Marketing and Communications John Avondolio told DailyVista in November that Nivea is on its partner list as well, including a sizable donation just from the New Year’s Eve festivities. The skincare line, in addition to other major brands like Arby’s, Rent-A-Center, Jack-in-the Box, Subaru, Neiman Marcus, Great Wolf Lodge, Gap, American Eagle Outfitters and others provide millions of dollars in support for its foundation.

Support for a good cause is a beautiful thing, but a contest like this truly wins customers over. It’s a fantastic marketing scheme, and one of the sweetest I’ve seen in awhile – unlike the callousness and subsequent hilarity of the Whopper Sacrifice campaign from Burger King.

I’m curious to see what’s in store for Nivea as it rings in 2011 with a big fat smooch.

 

---

{lg_social_bookmarks title="Nivea" permalink="http://www.dailyvista.com/blog/comments"}