A small-format trend. A big-style campaign.

In recent years, the cosmetics industry has seen a strong rise in products in small packaging - ideal for travel or for trying out new items without major cost or risk. Invited by our long-term client NIVEA, we took part in a pitch and developed a creative concept and communication solution for a regional campaign launching two new mini serums. With an innovative approach, we convinced the client and won the pitch, further strengthening our decade-long partnership.

The campaign’s core message, MINI SERUM. MAXI EFFECT., addresses users who are not yet regular users of NIVEA serums or are unfamiliar with them. With a simple yet impactful wordplay, we highlighted the key value of the product delivering a powerful effect in a small format. The modular nature of the slogan made it possible to spotlight different benefits (radiance, skin fullness, price) of the mini products.

We developed the creative solution and slogan in English, ensuring easy translatability and adaptability across different markets. The conceptual design allowed for flexible, simple content and visual localization. The extensive campaign concept included communication solutions for various digital and offline formats, tailored to the specifics of each medium. We also designed a special duo-pack packaging for the two serums. To ensure strong visibility at points of sale, we created a concept for unique display stands that also allow users to test the products.

In addition to advertising, the proposed promotional activities included activation with local influencers. To present the new products, we developed a seeding campaign encouraging people to adopt small habits that have a big impact on their quality of life. Alongside using our mini serums, we suggested additional habits and invited influencers to share their own ideas. We embedded information about the serums’ effectiveness and the practicality of their small packaging into a broader well-being theme that resonates strongly with the target audience.