Nivea Counts Down To 2010 in NYC

2009-12-31 | 08:00

Brand's sponsorship effort includes new viral component.

As part of Nivea’s second annual Times Square New Year’s Eve sponsorship with the Times Square Alliance, celebrity hosts Nick Lachey and Vanessa Minnillo will host the Nivea Kiss Platform in New York City.

The Beiersdorf brand will "paint Times Square blue and white" with New Year’s Eve accessories and Nivea Lip Care products, the company said.

In addition, Lachey and Minnillo will launch the Nivea XOXO Chain, a viral and global chain that will allow people around the world to connect and share love, hugs and kisses. The brand created the initiative to raise money for and awareness of its charitable cause, Big Brothers Big Sisters.

“As a brand, Nivea values the importance of human connections, which is why there is no better place to be than Times Square on New Year’s, where the whole world comes together to celebrate the start of 2010,” said Nicolas Maurer, vice president, marketing at Beiersdorf Inc.