Client: Beiersdorf

Subject: Joint promotion of four products from collections Nivea Visage Q10, Nivea Hair Care Diamond Gloss, Nivea Body My Silhouette and Nivea Deodorant Double Effects

Type of event: Press Briefing

Objective: Briefing journalists about new Nivea products

Date: 7 March 2008

Location: Hotel “Holiday Inn”, Belgrade



The agency proposed to divide the four-product joint promotion event into two conceptual parts: presentation by Beiersdorf’s Product Manager and lunch. The promotion covered four clusters of Nivea products (Nivea Visage Q10, Nivea Hair Care Diamond Gloss, Nivea Body My Silhouette and Nivea Deodorant Double Effects).

Although the promotion covered a number of different products, the concept was based upon finding a common denominator for all products – glamorous products designed for the modern woman, with an emphasis upon innovative features of each product.

In addition to promoted products, the press kit for journalists included very attractive gifts associated with innovative features, components or usefulness of new products. A brief salsa class and Nivea Q10 birthday cake were offered to media representatives.

Thirty six journalists from the most relevant media attended the event, which is a clear indicator of the level of interest this event created in the media.

In terms of publicity, the agency carried out the following activities: drafting and implementation of concept for press event (preparation of PR plan, press list, selection of venue, technical support), production of press material, invitations to journalists and ensuring their attendance at the conference, moderation and coordination of media interest, photographing during event, and follow-up activities.