These days, it’s rare to be working with a brand that’s 100 years old.  When it does happen, the chances are, the brand will have changed beyond recognition since it first launched. NIVEA turns 100 this year, which is news in itself, but the more interesting story is how the brand has managed to stay faithful to its original identity – despite a sea change in what women expect from their skincare. Compare this NIVEA ad’ from the 1920s with L’Oreal’s ‘Because you’re worth it’ campaign, and you’ll get the picture.

This week NIVEA celebrates another birthday: Its Facebook page turns one, which poses the question: If people have been using NIVEA products for 100 years, and Facebook for one, how will the brand and its advocates ‘spread the word’ a century from now?  As Bill Gates said back in the ’90s, “Content is King.” So who knows; in 2111, technology might allow consumers a ‘virtual sample’ of products via scents and textures transported through the ether (all very Blade Runner…) Whatever happens though, emotions will continue to be the touchpoint for communicating the brand, and tapping into those emotions will still require content which stands out from the crowd.

Content-wise, for NIVEA, music has worked particularly well for its Feel Closer campaign.  Consumers readily connected with the brand via its collaboration with American singer, Kaki King (whose cover version of The Cure’s hit, ‘Close To Me’ was used in the ads and webpages.)  The brand had clearly done its homework, and read empirical evidence of the power of music in influencing consumers to pick one brand over another. Our guess is, with the growth of social media, use of music in branded content and campaigns will continue to grow exponentially.

ROAD is proud to be working with NIVEA and other Beiersdorf brands for several years.  All hail innovation in marketing and PR strategy – and a brand that can last 100 years… Happy birthday NIVEA!  Your telegram is on its way….

ROAD has been busy dealing with the media enquiries for the launch of assuredna, the first home DNA Paternity testing kit available in Boots. This morning Anglia DNA, manufacturers of assuredna, has received blanket media coverage across the UK. Results have included full pages and national debate on BBC 5Live, Daily Mail, Telegraph, Sun, and TV features on LK, ITN, Sky and BBC news – http://tinyurl.com/6ceolrx

ROAD has been preparing assuredna’s manufacturer, Anglia DNA, since October for the launch. A precise positioning was created, ensuring that Anglia DNA represented itself as the highly professional and regulated laboratory it is – fully regulated by UK authorities.

DNA testing has of course been previously linked with sensational shows like Tricia and Jeremy Kyle, which have tended to stereotype the reasons for, and recipients of, DNA paternity testing.

ROAD presented the case for the responsible use of DNA testing and the fact that demand for testing was usually the outcome of a much longer thought process.

The big news being that for the first time, consumers have nationwide access to a trusted UK based testing service via the high street.

Some families are uncertain about the paternity of their children, and every year in the UK the father’s name is left blank on approximately 50,000 birth certificates.  Research has estimated that 1 in 25 assumed ‘fathers’ in the UK are actually not the biological father. The assuredna paternity test is designed to simply and accurately resolve uncertainty over paternity.

“Every paternity issue is different, but for the majority of cases, families receive the results they were expecting,” says Dr Mandy Hartley, technical manager at Anglia DNA, manufacturer of assuredna. “assuredna provides families with peace of mind so they can move on with their lives. Around half of all tests we conduct are related to children under 12 months, helping confirm paternity before the child has matured and is fully aware.”