Nivea Campaign Awarded at Cannes

Fighting those pesky leg lumps can mean great success for skin care brands. 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,” according to the company.

“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 Good-bye Cellulite, the brand created a cohesive partnership across multiple properties that featured real, relatable women’s success taking the four-week “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 Tyra challengers discussing their results.

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