Nivea Lipcare launches new digital campaign ‘Unlock your Sparkle’

06 Feb,2018

By A Correspondent


Nivea has released its digital campaign titled ‘Unlock you Sparkle’ that has a series of six short, 30-seconds films, for Nivea Original Lipcare’s Sparkle range.Each of the films have a different twist and ending as per the type of the personality.


Said Maximilian Wegener, Head-Nivea Skin Care Portfolio: “Nivea Lip Care is known to be the moisture expert around the world and the Original Care Lip Balm is the core of our assortment. In 2018, we wanted to offer an exciting, attractive limited edition to young consumers – six collectible sparkly outfits with Nivea classic original care inside. Right on trend of bling and glitter, these six sparkling outfits are an essential to every girl’s handbag. The campaign is quite unique as it is centered around expressing personality facets. Just like how every personality has multiple facets, our Nivea Lip Care Sparkle Edition has multiple colors. Each color represents a personality trait, be it boldness, creativity, drama, poise etc”.


Commenting on the film, Parineeti Chopra said: “I love the new Nivea Sparkle lip care range and I know young girls would enjoy using them too. The digital film series is unique in its approach because of the six different narratives and it almost felt like shooting a film show-reel. I also believe that it is one the smartest campaigns as it portrays 6 different moods and personalities, and interestingly there is this one single product that suits them all”.


Added Mark Mcdonald, Head of Creative, DigitasLBi, Mumbai: “Nivea’s Original Care Lip Balm has always been an essential part of any lip care routine. Now with the new limited-edition sparkle packaging, they are the perfect match to your style and personality as well. Given the level of interaction and personalization the digital medium offers, it made sense to do a film that allowed each colour and personality type to be explored in a fun way. The key of course was identifying the kind of personality types our TG would resonate with, and then fitting those types to each colour. Shooting the film was a challenge, given the unique format of six endings. But thanks to an amazing performance by Parineeti and great direction, we managed to pull it off well.”



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