NIVEA “Good-bye Cellulite, Hello Bikini Challenge” Integrated Effort Honored for Innovative Communication Strategy at Cannes Lion International Advertising Festival

WILTON, Conn.--(BUSINESS WIRE)--Beiersdorf USA, Inc. is proud to announce that NIVEA Good-bye Cellulite has been awarded a Bronze Media Lion at the Cannes Lion International Advertising Festival for Best Use of Sponsorship for its creative, insightful and effective marketing and communication strategy to execute the brand’s 2008 NIVEA “Good-bye Cellulite, Hello Bikini Challenge.”

“The goal of the campaign was to break through in a category riddled with skepticism”

“We are extremely honored to receive this award and are very proud of our campaign,” said Nicolas Maurer, Vice President, Marketing, Beiersdorf USA, Inc. “We applied our deep consumer understanding, product innovation capabilities and skin care expertise to communicate with women in a powerful way that engages and empowers them to feel better about their skin.”

As part of the 2008 campaign for NIVEA Good-bye Cellulite, the brand created a cohesive partnership across multiple properties that featured real, relatable women’s success taking the four-week NIVEA “Good-bye Cellulite, Hello Bikini Challenge,” including two full on-air segments on The Tyra Banks Show, a three-week advertorial series following the women’s journeys in People magazine, and an on-air segment with Extra featuring both models and The Tyra Banks Show challengers discussing their results.

“The goal of the campaign was to break through in a category riddled with skepticism,” said Maurer. “We knew that our consumers needed to personally relate to women’s experiences and feelings about cellulite, build their self-esteem and, most importantly, demonstrate product performance.”

Winning the Bronze Media Lion award for Best Use of Sponsorship further adds to NIVEA’s accolades for the 2008 Good-bye Cellulite campaign. Following the 2008 program, NIVEA Good-bye Cellulite became the #1 brand in the category for the first time in the company’s history.

The NIVEA Good-bye Cellulite product line includes a Gel-Cream, Patches and Dietary Supplement Capsules that help reduce the appearance of cellulite and regain remarkably smooth skin within four weeks.

About NIVEA

NIVEA is an international leading manufacturer of consumer products for skin and beauty care. The NIVEA brand portfolio includes NIVEA Body, NIVEA Lip Care, NIVEA Body Wash, and NIVEA For Men. For more information on NIVEA, visit our Web site, www.NIVEAusa.com.