The sunscreen market in Brazil is all about protection for the whole family. SUNDOWN (J&J) is the brand in Brazil that is most linked to protection and family. The brand has always been the absolute category leader and is nearly a part of Brazilian culture.

Meanwhile, NIVEA Sun is a brand more related with women, due to it's other products and expertise in skincare. Most players have the same focus and especially during summertime, consumers are over exposed to this message (protection under the sun). On the other hand, NIVEA Sun is a 100 years old brand that is moved by protection in all sense of the word.

During summer in Brazil, we distributed NIVEA Dolls to families at Rio de Janeiro’s beaches. Instead of making children stop what they were doing to apply sun block, we made applying sun block part of the fun. The NIVEA Doll helped create an emotional connection with both parents and children. We obtained the reaction we hoped for from children and received highly positive feedback from parents.

The NIVEA Doll turned the act of applying sun block into the most fun children had at the beach. We obtained the response we wanted from them. As soon as they understood how the toy reacted when exposed to the sun, they immediately started accepting sun block applications more readily. NIVEA strengthened its image as a partner helping parents protect their children.

As soon as children understood how the toy reacted when exposed to the sun, they immediately started realizing that the sunblock application is indispensable.

More than that, we’ve reached an amazing level of engagement: children took care of the dolls like their parents take care of them, by the way their parents joined the play as well, and NIVEA Dolls was the success of last summer, and still a very desired toy. More than 500 dolls were distributed, reaching directly more than 700 families and in total more than 30k people at the beaches (in a typical summer day, more than 1Mio people enjoy the beaches in Rio metropolis).