It’s cold again...The leaves have all fallen from the trees, an icy wind blows through the streets and more and more often you have to grab for an umbrella. The winter is finding its way to us and doesn’t just make us freeze, but also makes our skin dry and sensitive. Advertisements and product designs that appeal to the season’s themes have shown for a long time that NIVEA is the first choice for protecting skin in winter too.
Just a few years after the introduction of the classic NIVEA Creme, NIVEA Soap arrived on the market in the ‘20s in unique packaging—the first of what we today call a “Special Edition” best seller. Fitting the approaching holiday season, the usual soap packaging will have a winter motif. The advertisements too are starting to use the cold season and recommend the use of the proven NIVEA Creme, especially in “rain, wind and snow.”
In the years that followed, more and more people headed to the wintry countryside, to enjoy a hike in the snow in their free time or to play sports in the fresh air. Gradually a regular trend of winter sports developed in the society, which was also reflected in the NIVEA advertising of the ‘30s. Active young athletes, who liked to ice skate, ski and sled were the target group the advertising in this time. With the expansion of the NIVEA assortment, the first special products designed for enthusiastic athletes and “sun-worshippers” in the snow arrived on shelves: NIVEA Oil and NIVEA Ultra Creme. Vacationers who travel to the snow-covered mountains for their athletic hobbies are reliably protected even from the dreaded “glacier-burn” with these products.
In Austria and Switzerland a regional variation of NIVEA Creme was brought out on the market that was specially-suited to the needs of consumers in the cold alpine regions of these countries: NIVEA “Glacier Creme” in addition to the well-known ingredients, also offered UV protection.
NIVEA Creme has always been a special joy as a gift—especially, of course, for Christmas. In the mean time, from October to December the classic NIVEA metal tin is produced with a wintery motif and offered as a special edition for collecting or as a gift in stores. It’s a seasonal best-seller that makes for quite a surprise under the Christmas tree.
As soon as the first snowflakes fall from the sky, most kids can’t be kept inside the house: whether snowball fights, building snowmen or ice skating, winter pulls you out in the open! Protecting your skin is quick and easy thanks to NIVEA Crème, especially on these cold days. This makes sledding instantly more fun for little snow devils!
The NIVEA Ball, which has accompanied summer vacationers to the sea and in the swimming pool since the‘50s, provides users with high spirits in the snow as well. Take a look at a classic advertisement from 1969!
The blue, blow-up ball is not just a great gift for Christmas and a means to kill time—it’s also a successful advertisement.
The typical advertisements in the 70s and 80s have the internationally-published cartoon campaigns, in which the NIVEA Creme tin takes on the most diverse functions. For example, the well-known blue metal tin in a winter ad symbolizes protection from the cold in the form of a hut in snow-covered mountains.
But regardless of rain, snow, wind or cold, skin is optimally protected with NIVEA from environmental factors in the cold season. Enjoy winter with NIVEA!
Did You Know...?
The first winter NIVEA advertisement film “White in Blue” was penned by the wife of former president Theodor Heuss?
Elisabeth Eleonore Anna Justine (“Elly” for short) Heuss-Knapp produced as a creative head for NIVEA many of the large successes in radio, as well as later in movie advertisements. With her program ideas she contributed significantly to the development of radio and film advertisements as we still know them today.
Until then, radio advertisements were dominated by read newspaper ads, the then-First Lady of Germany revolutionized the campaigns by adding music. In 1934 Elly Heuss-Knapp surprised the advertising world with pithy, sung passages and advertising slogans that were called “acoustic brands” at the time.
Today hardly any audio advertisement is without a jingle that not only characterizes a brand or a product, but also simultaneously makes the advertisement more memorable.
