Thursday, October 03, 2013

Nivea Men : It starts with you

Brand : Nivea Men
Company : Beiersdorf

Brand Analysis : 535

Nivea is on a high these days. One of the world's largest skincare brand has decided to up the ante in the highly cluttered Indian market. In the process, the company has rebranded and repositioned its offering for men. 
Nivea had its presence in the men's grooming market with the brand 'Nivea for men' in 2007. The men's range was promoted with the tagline " What men want ". The brand started its serious foray into men's category with an Advanced Whitening range.

This year, the brand has gone for a makeover. Nivea had rebranded its men's range with the new brand name " Nivea Men". Along with the new name is the new positioning. The Nivea Men is positioned on the user .The typical brand user is  profiled as the one who tackles things on their own. The brand has the new tagline " It starts with you ".

Besides the new name and the positioning, Nivea Men has roped in the Bollywood actor Arjun Rampal as the brand ambassador. The brand is on a high decibel campaign featuring the brand ambassador. 
Watch the ad here : Nivea Men deo , Nivea Men Skin care
I like this campaign for two reasons. First is that the brand has resisted itself from taking the " Attraction " route taken my most men's grooming brand. Second is the fit that the brand established between the brand and its celebrity endorser. I feel that Arjun Rampal was used very smartly by the brand . There is a personal touch and authenticity to the message delivered by the celebrity. 
Nivea has been able to convey its message very smartly in the new campaigns. This has been backed by research done by the brand before venturing into the men's category. According to various newsreports, research revealed that 
a. Men are not satisfied with the efficacy of the existing skincare products which are targeting women.
b. Men are also not interested in visiting products displayed in the women's isles in the stores.
c. While grooming is the end result for women, men view grooming as a tool to get what they want in life.
d.84% of men use products borrowed from the women of their life. 
e. Most of the men's grooming issues arise out of excessive oily skin and hyper-pigmentation.

Based on these insights, the brand carefully crafted  the brand's strategy. It adopted a narrative where the brand talked to the men like men do. This is evident from the way the celebrity endorser has conveyed the message through the ads . 
Another good thing the brand did was it clearly and rationally identified the brand's USPs. For example, in the skincare range, the brand talked about darkspots, for deodorant the brand talked about freshness etc.
Nivea has clearly got its communication right this time. It has a convincing message and a right brand ambassador. Nivea is also the only brand in the men's category to have a range of products ranging from skincare to deos which also adds more punch to the brand's visibility in the retail outlets aswellas the scope. 
Good going.