The communication regarding sun block/sunscreen products consists on traditional tv and press campaigns during early summer. Market players also invests on points of purchase displays.

There's a lack of educational campaigns concerning the educational benefits of sun block/sunscreen.

NIVEA is a brand specialized in skincare and is present in a large number of Brazilian households.

Our challenge was to communicate the benefits of skin protection through actions that had potential to create emotional bond with them.

Therefore we developed the NIVEA Doll, a toy that is sensitive to UV rays.

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.

The NIVEA Doll turned the act of applying sunscreen 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 sunscreen applications more readily. NIVEA strengthened its image as a partner helping parents protect their children.

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 sunscreen, making parents’ lives easier and thereby strengthening the entire family’s relationship with the brand.

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. Instead of making children stop what they were doing to apply sun block, we made applying sun block part of the fun.

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.

The NIVEA Doll turned the act of applying sun block into the most fun children had at the beach. We’ve reached an amazing level of engagement: children took care of the dolls like their parents take care of them. As soon as children 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.

NIVEA Dolls was the success of last summer, and still a very desired toy. Besides that, NIVEA DOLL was a hit in the internet and social media.

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.

And when we talk about Children, we know that they go to the beach to play, and nothing else.

To them, putting on sun block is a waste of time.

But if there's something they love is playing with toys. So why not gathering these two things?

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