Proposition: Servicing Lips Since 1911.

The Big Idea:

NIVEA celebrates over a century of caring for lips with a playful digital campaign set to launch on International Kissing Day, July 6th. Inspired by iconic 50s and 60s newspaper advertising, the campaign uses risque black-and-white visuals and witty copy to capture attention while reinforcing NIVEA’s timeless relevance. Reimagining the phrase “lip service” through the lens of automotive maintenance, positioning lips as the vehicle of love. Featuring famous kissing imagery and service-inspired taglines, the campaign reinforces NIVEA Lip Balm the most trusted product “servicing lips since 1911.” With the central message, “Because love needs lips,” the campaign highlights lips as the essential muscle (vehicle) for affection and lasting love.