You might anticipate, or even expect, skincare company Nivea to provide a steady stream of innovation in the personal wellness and beauty category. They’ve always excelled in creating products that add a bit of sparkle and sensation to everyday necessities. But now for something innovative <em>and </em>unexpected from the skincare giant: an interactive ad that gives consumers a little extra boost of power. Just in time for the sweltering summer heat, Nivea’s new line of suncare products was introduced with a little something extra for consumers-a solar power charger for smartphones. The ad is constructed with an interior solar panel and exterior phone plug. The premise is simple, with Nivea’s line of suncare products you never have to leave the sun. Not even to charge your phone.
Of course, Nivea can’t take sole credit for the ad. They had a big helping hand from advertising agency, Giovanni + Draftfcb (São Paulo, Brazil), who masterminded the concept. From my perspective there are several things to love and note about this ad. First off the word play is cheeky and fun: the ad links the idea of maximizing your day in the sun by wearing Nivea suncare products to “solar power” by literally charging your phone and metaphorically charging your self through the sun’s rays. Second, and perhaps most important, this ad increases consumer’s engagement with the brand by bringing them an immediate, tangible, and memorable benefit.
Nivea’s new suncare ad premiered in Brazilian magazine, Veja Rio, and there’s no word on whether the ad will make it stateside before the summer rays have left. Some of you may disagree with me and think this is a silly execution of a concept (no one should really stay out in the sun all day after all and the need to charge your phone isn’t that compelling of a reason to leave the beach), but I think the concept of the “functional” ad is pretty inspiring and might just stick around beyond the last splash of summer.