2013 Winners & Shortlists

Brief Explanation

Traditionally, men conform to the stereotypes of toughness and masculinity. As such, they tend to disassociate themselves from skincare products – especially ones that are labelled "sensitive". Our task was to design a PR kit that showed users that they don't have to be soft to choose Sensitive range of skincare productsfrom NIVEA FOR MEN. The PR Kit also had to be cost efficient, straight-forwardand entice the receivers to try it.

The Brief

NIVEA FOR MEN Sensitive range of products are specially designed for men with sensitive skin. It offers gentle protection and soothing care for easily irritated skin. For its re-launch,we were asked us to develop a PR kit that would go out exclusively to men and tell them that the NFM Sensitive range is the perfect product for men. Their positioning: Tough men choose sensitive.

How the final design was conceived

From carrying all the grocery bags at once to opening bottle lids at home, men take up every challenge that is thrown their way. The final design was inspired from this idea. We sent men bags that were impossible to open by hand and challenged them by saying ‘Show us your tough side.’ Inside the bag, we placed NIVEA FOR MEN Sensitive products and a leaflet that introduced them to the range of products.

Indication of how successful the outcome was in the market

We received wide coverage in prominent magazines and newspapers across the Middle East. The simple idea for NIVEA gave us a reach of over 695,600 people and $18,082 in coverage value.