NIVEA Doll is a toy that is sensitive to UV rays, created to make children more accepting of sun block. The promotional action was conducted at a beach in Rio de Janeiro, where we handed out kits containing a UV sensitive doll and a tube of NIVEA Sun Kids sun block.

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

Children go to the beach to play, and nothing else. To them, putting on sun block is a waste of time.

Therefore, our solution was to turn the act of applying sun block into part of the fun.

NIVEA Doll turned the act of applying the sunblock into the funniest activity at the beach.

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).

The NIVEA Doll is a toy that is sensitive to UV rays and turns red when exposed to the sun in order to help children learn about the importance of wearing sun block and make parents’ lives easier.

The action included a van that drove along the Ipanema coastline in Rio de Janeiro, handing out NIVEA Doll kits containing an UV sensitive doll and a tube of NIVEA Sun Kids sun block at different beaches. The families’ reactions were caught on video.