The peculiarity of this target led us to develop a communication based on its needs, to approach it emotionally and credibly, without imposing the use of the product, and respecting the adolescent territory by using its own rules and codes. We developed a promotional launch kit which included the main products in the range together with a free bag. We also developed PLV stands and floor stand materials. In turn, an intense sampling activity was carried out in 11 main cities, at adolescent meeting points such as shopping centres and private and public schools, distributing a total of 260,000 units. The creation of a specific website allowed us to increase the requests for product sampling and generate a database of the new NIVEA consumer profile from scratch.

The sampling impacted 74% of our target at a national level. The sample allocation for web site sampling was exhausted in 3 days.