THE ASK
The challenge was to address a common problem: young men often see lip balm as a purely functional product focused on appearance. The goal was to reach men aged 18–35 and shift their perception, showing them that using NIVEA MEN Active Care is a meaningful daily ritual that builds the confidence to be present and emotionally available in their relationships.
THE IDEA
Tagline: "Carry Your Confidence."
The strategy is built on the insight that "Confidence isn’t loud"—it is found in the small things you do for yourself that ultimately help you show up for others. By reframing lip balm application as a "grounding ritual" rather than a performance, the product becomes an essential tool for men to feel connected and present instead of distracted or anxious.
THE EXECUTION
The campaign is brought to life through a series of intimate video spots showcasing the product as an "automatic gesture" within real-life rituals. These include a quiet morning coffee shared with a partner, a playful breakfast moment between a father and his toddler son, and a cozy evening at home. Each spot uses warm, natural lighting and close-up shots to emphasize that self-care is the foundation for meaningful connection.
TV SPOTS
