Using distinctive assets and better-connected brand positioning to win more consumers
THE CHALLENGE
How to build share in a highly competitive market and attract more consumers.
THE APPROACH
Triniti worked with teams of senior people from across the business and agencies. The team analysed consumer, customer and competitor data and discovered gaps and opportunities. Using new research, creative sessions and war games identified solutions that would attract more consumers. This review highlighted multiple strategic imperatives including improving NIVEA’s presence, making better use of its distinctive assets (deep blue colour , the circle from the original NIVEA tin). As important, was the need to refresh NIVEA’s positioning to align it with core human motivations and remind consumers why they should choose it.
THE RESULTS
The new positioning is now being activated across a variety of touchpoints around the globe
New packaging and communication messages have already contributed to growth in consumer sales.