With their NIVEA body 'for men' campaign we break with the conventions of the category: Men are different from women. And that's why NIVEA Body let's them use their body lotion like only men would do.....

NIVEA Body 'for men' became the best selling item of the whole NIVEA body portfolio only 2 months after first airing. And there was no cannibalisation effect with other NIVEA body products - instead the campaign was able to shift sales of other NIVEA body products in the same period.