Nivea woos men with new message: It starts with you

‘As is our confidence, so is our capacity' wrote William Hazlitt, famous English writer from 1800 and his words ring true even today. Take for example Nivea and their new campaign,'It starts with you.' The brand recently launched their new skin care range for men with Arjun Ramphal as their brand ambassador. With an objective to transform men's skin care industry, Nivea introduces its range with the new tagline.
The campaign focuses on confidence and how it can help man accomplish their ambition, vision and energy.  The new range of Nivea Men aims to help men find that confidence by taking the first step. And therefore, the new brand claim: It starts with you.
The male grooming category is changing with new brands making headway to the retail stores and as a result for brands to distinguish themselves from the clutter is getting competitive.  Swapnil Deshpande, S&C M Nivea India Pvt Ltd, says in this context, "The male grooming category has changed: it has become more masculine and competitive activity has grown stronger and stronger.” The same competitiveness can be observed at the POS where each brand uses various strategies to communicate with the shoppers and hence a distinct brand positioning becomes an important action point.
Nivea thus uses a new positioning for its new range and shifts the brand into the "activating” space.  The activating space is used to trigger the shopper to tap the go- getter attitude. "To get what you want, start with you”. This simple brand communication targets the men of today by projecting an attitude that associates with the product range.
All the units were deployed pan India. Material used for the units include, MDF, T laminate MDF, vinyl print and acrylic hotspot.
Swapnil Deshpande, says giving the agency and fabricator details for the campaign, "We have done the fabrication and execution from our regional vendors - Elite Design, S P Display, Reego Display System, Impex Retail & Chummu Enterprises. Most of them are well equipped with automated machines which give the perfect finish to the FSU's. For general trade visibility all the paper POS was printed by our vendor - Siddhikrupa Arts.”
On similar lines Swapnil Deshpande adds, "Our objective for Nivea Men is to become the global No. 1 male grooming brand by penetrating the male face care category and pushing cross-category purchase."
He further added that the POS plays a leading role in achieving their strategic brand objectives, which is reflected in their priorities at POS. These include, in his words, "implementing a common POS design language that reflects our brand positioning and ensures a consistent brand look and feel globally, increasing the presence of Nivea Men cross-category activations and focusing on Men Zones to influence the overall category”.