Genius, Goof, or Dumb the Nivea New Years Coup

I know Times Square for New Years is a goofy type party of pop culture. But plenty of people get dressed nice and go out to watch the ball then go out partying from there. When I saw…..witnessed…observed of watching the ball fall on TV was the Nivea Coup. Brilliant in one sense….ridiculous in a few others. Somehow Nivea gave out hundreds…thousands of big blue Nivea foam Top Hats that everyone put on. Crowd shots of people waving wearing these hats was funnier than anything Comedy Central pumps out. No matter who gave you the hat it was a corny New Years in NYC give away……but a liquor brand or even beer would be half way conscionable because it is a party…but Nivea? BRILLIANT! Now whether this leads to stronger Nivea sales remains to be seen.

But this is a perfect example of the evils of Advertising. Whether anyone cares to think of the moment and the people. Nivea got a gazillion impressions with the hats. People in and around Time Square (or looking down from the buildings), the TV exposure, and going forward all the personal private photos will forever have the Nivea Brand positioned prominently. All those uploads to share on Facebook or your digital picture frames etc…. so Nivea will be there for years to come. Yet how many of these people made a special trip to NYC for New Years? And why didn’t grown Adults think about this stuff more!



About chiefalien

Howie Goldfarb with 20 years of Sales and Marketing experience founded Blue Star Strategic Marketing in central Vermont to serve as the objective and strategic adviser of brands to help them grow and thrive. His Degree in Finance and 14 years of B2B sales to Fortune 500 companies gives him a CFO’s view of marketing. Thus bringing a dose of reality to the confusing world of jargon, spin, and hype. Also playfully known as the Chief Alien of Blue Star Strategic, Howie relishes his role as an industry outsider. A native New Yorker and former Angelino, he currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting. His passions are living life, art, music, the outdoors, he tries to cook and loves the Vermont Fresh Network – local sustainability initiatives like farm to table and buying local.
This entry was posted in advertising, Facebook, Marketing, Nivea, Social Responsibility, television. Bookmark the permalink.

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