Nivea Good-bye Cellulite receives award for marketing, communications strategy

WILTON, Conn. Nivea Good-bye Cellulite, from Beiersdorf USA, has been awarded a Bronze Media Lion at the Cannes Lion International Advertising Festival for Best Use of Sponsorship for its marketing and communication strategy to execute the brand’s 2008 Nivea “Good-bye Cellulite, Hello Bikini Challenge.”

“We are extremely honored to receive this award and are very proud of our campaign,” stated Nicolas Maurer, VP marketing for Beiersdorf USA. “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.”

The Nivea Good-bye Cellulite product line includes a gel-cream, patches and dietary supplement capsules that promises to help reduce the appearance of cellulite and regain smooth skin within four weeks.

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