Mumbai: NIVEA, the world’s leading lip care brand, has launched a new campaign called #UnlockYourSparkle, featuring brand ambassador Parineeti Chopra, who urges young women to fearlessly flaunt what makes them unique.
The task of the campaign is to introduce the limited-edition sparkle packaging for NIVEA’s Original Care Lip Balm. The product is being introduced in 6 vibrant colours – red, green, purple, silver, gold and pink.
The campaign urges women to celebrate their unique personality, and derives its insight from personality traits. People with different personalities react to a given situation in different ways, giving different perspectives to the same situation.
The campaign, conceptulised by DigitasLBi, features a first-of-its-kind film, showing one story with six different endings. Parineeti Chopra stars in the films and plays 6 characters, each of which brings alive the following personality traits – bold, goofy, dramatic, geeky, poised and creative – representing each of the 6 colours.
In keeping with the young target audience, the film has a fun pop art feel with a quirky music track that has lyrics, which change in each film. These lyrics are like an anthem to the personality trait being shown.
Maximilian Wegner, Category Manager – Skin Care, NIVEA India says, “NIVEA Lip Care is known to be the moisture expert around the world and the Original Care Lip Balm is the core of our assortment. In 2018, we wanted to offer an exciting, attractive limited edition to young consumers – 6 collectible sparkly outfits with NIVEA classic Original Care inside. Right on trend of bling and glitter, these 6 sparkling outfits are an essential to every girl’s handbag. The campaign is quite unique as it is centered around expressing personality facets. Just like how every personality has multiple facets, our NIVEA Lip Care Sparkle Edition has multiple colors. Each color represents a personality trait, be it boldness, creativity, drama, poise etc.”
Parineeti Chopra, Brand Ambassador, NIVEA Lip Care says, “I love the new NIVEA Sparkle lip care range and I know young girls would enjoy using them too. The digital film series is unique in its approach because of the six different narratives and it almost felt like shooting a film show-reel. I also believe that it is one the smartest campaigns as it portrays 6 different personalities, and interestingly there is this one single product that suits them all.”
Mark Mcdonald, Head of Creative, DigitasLBi, Mumbai says, “NIVEA’s Original Care Lip Balm has always been an essential part of any lip care routine. Now with the new limited-edition sparkle packaging, they are the perfect match to your style and personality as well. Given the level of interaction and personalization the digital medium offers, it made sense to do a film that allowed each colour and personality type to be explored in a fun way. The key of course was identifying the kind of personality types our TG would resonate with, and then fitting those types to each colour. Shooting the film was a challenge, given the unique format of 6 endings. But thanks to an amazing performance by Parineeti and great direction, we managed to pull it off well.”
YouTube:
https://youtu.be/2qx6jJaYdvQ
https://youtu.be/K5Z6V_fXxjg
https://youtu.be/O6HqqmlyNUk
