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Nivea ‘Good-bye Cellulite’

March\2007

We needed to launch NIVEA Body’s Goodbye Cellulite cream and wanted to do it in a way that was true to how real women talked about anti cellulite solutions. It wasn’t about graphs and scientific charts. It was about wobbly bits and bottoms. It wasn’t about problems and self esteem. It was about being loud and celebratory. What better genre than gospel for spreading a spirit of unrestrained, unselfconcious jubilation. And what better models for NIVEA’s attitude towards beauty than a group of women recruited not for their realness (a la Dove) or their perfect bodies ( a la L’Oreal) but their inherent sense of joy and absolute pride in themselves. Truly aspirational. An all singing, all dancing choir of women praising their behinds felt like the perfect antidote to the earnestness of the firming and slimming category and an apt tribute to a seriously effective product with an insistently playful name. The campaign was launched with a full length gospel video, seeded amongst bloggers, talked about in forums and gradually wound up to an poster campaign and follow up R&B promo. The viral activity smashed all previous NIVEA digital activity and set a benchmark for truly holistic communication