Beiersdorf
This article was originally published in The Rose Sheet
Executive Summary
Firm is advertising its Nivea Visage brand on TV for the first time in the U.S. with a 30-second ad for the line's Anti-Wrinkle Creme airing in Boston, Chicago, Miami and New York over the next six weeks. The ad, which will roll out to additional U.S. markets in the fall, asks consumers if they are "Worried about Wrinkles?" The ad suggests: "Then use the creme found by a leading French consumer publication to be the most effective and one of the least expensive. Yes, that's right, Nivea Visage Anti-Wrinkle Creme." TBWA, New York designed the campaign. The TV ads, which are tagged with a local retailer in each market, also inform consumers about a concurrent sweepstakes promotion. Beiersdorf said it is considering advertising other Nivea Visage products on TV and plans to continue its ongoing print campaign for the brand