Nivea Men was one of
the first brands to recognise the commercial potential of gifting. However, competition in the
category from other brands
and own label had become increasingly fierce and sales
Regain Nivea Men's dominance in gifting, attracting new shoppers to the brand without alienating existing customers. Create range synergy with clear segmentation to differentiate between 15 different gift packs and price points, appealing to both the female shopper and the male recipient.
81% increase in sales and 61% of men receiving a Nivea Men gift pack felt more positive about the brand as a result. 78% claiming to be likely to purchase other products from the brand. Design Business Association Design Effectiveness Award Winner.