Blue is the colour…but Nivea is the name

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Attention to detail is often what differentiates average from outstanding – which bodes well for the Nivea brand, which unveiled its new travel retail strategy at last week’s TFWA World Exhibition in Cannes. As previously revealed on The Moodie, the Nivea brand’s travel retail presence is set to grow worldwide, following the creation earlier this year of the Beiersdorf Global Travel Retail Division, located in Switzerland and headed by Ilka Schütte. The brand’s European roll-out will be conducted in partnership with Gebr Heinemann.

Nivea_brandingOn the Wednesday morning of Cannes, Schütte and her team delivered a comprehensive overview of their plans for the travel retail channel, on a stand that had been “Nivea’d” through and through.

We can’t decide what impressed us more: the customised blue and white Nivea M&Ms – or the miniature tins of the iconic Nivea Creme, which had been printed with Schütte’s contact details, thereby doubling up as perhaps the most innovative (and useful!) business cards we’ve ever encountered. Bravo Beiersdorf. If the company pays this much attention to dressing its stand, you can imagine what it’s got planned for its product portfolio. Watch this space.

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