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Nivea Says that Rihanna is a “No-Go” for Their Future Campaigns by Srdjan Toljagic
  • August 8, 2012
    • ,

Nivea’s parent company Biersdorf announced a new marketing strategy for which Rihanna is a “no-go” according to CEO Stefan Heidenreich. This statement caused a lot of commotion because of the explicit way he annouced it.

“I do not understand how to bring the core brand of Nivea in conjunction with Rihanna. Nivea is a company which stands for trust, family and reliability,” said Heidenreich.

In a way he is right about what he said, she just doesn’t go with the brand image they want to portray, she is known for her wild lifestyle and drama, and Nivea is a family product. But these situations should be handled with caution so none of the parties are hurt, and not with a strong German hand (which many people comment on how Mr. Heidenreich handled this situation). First saying that Nivea is an iconic brand and that Rihanna is also an icon and fits perfectly the 100 year old brand, and the new CEO saying that she is too sexy for them and that he can’t believe they made that deal is just unacceptable for a professional to do.

We all know Rihanna and she couldn’t remain silent but she didn’t respond in her sharp-tongue fashion, but just with this (a photo of Stefan Heidenreich):

Not sure if this whole situation will damage Nivea financially in the future, but it will leave a mark on the brands image as well as a stain on Mr. Heidenreich’s CV.

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BY Srdjan Toljagic

Author

Srdjan Toljagic
Balancing between business and fun, but always finding them co-dependent, Srdjan is a marketing and guitar wiz from Novi Sad, Serbia. Studying Graphic Design, but focusing on becoming an expert in the marketing field. He is an energetic, verbose, and sometimes over passionate individual.
  • katrinaradic

    Why dd they hire her in the first place then? She never really was a good face for Nivea and the brands image.

    • http://www.facebook.com/stoljagic Srđan Toljagić

      I agree. The CEO was changed, and he clearly agrees with us too.

As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. Founded in March 2011 by a team of young professionals passionate about brands and design, the magazine has since become one of the principal sources about branding on the web.
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As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. Founded in March 2011 by a team of young professionals passionate about brands and design, the magazine has since become one of the principal sources about branding on the web.