NIVEA is a brand specialized in skincare and is present in a large number of Brazilian households. The goal of this action was to change children’s perception of sun block, making parents’ lives easier and thereby strengthening the entire family’s relationship with the brand.

NIVEA Doll is a toy that is sensitive to UV rays, designed to create affection so that children become more accepting of sun block.

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).

Our challenge was to convey the benefits of skin protection through actions that could create an emotional connection with the target audience.