NIVEA announces Peter Schmidt Group as new lead agency design partner

Hamburg, 19.3.2021

Beiersdorf is relying on the Peter Schmidt Group as new global lead agency design partner for its brand NIVEA: As part of its new design agency model, NIVEA plans to work with Peter Schmidt Group and a pool of challenger packaging design agencies with regional and category focus in the future. With Studio Blue, the Peter Schmidt Group forms an independent unit in its office in Hamburg that exclusively serves NIVEA.

As lead design partner Peter Schmidt Group will create an integrated visual translation of NIVEAs brand strategy and define visual and non-visual brand properties across the consumer journey. During this creative process product packaging will be at the center of attention: Among all other touchpoints it is by far the closest to the consumer – whether in retail or at home in the bathroom.

Corinna Asmus, Global Head of NIVEA Brand Identity: “Peter Schmidt Group is a great fit as strategy lead agency within our new model and we are looking forward to a strong partnership in order to manage the NIVEA brand consistency and coherence around the world. The agency´s unique combination of excellent brand management know-how and packaging design expertise will help us to define the NIVEA brand identity across all touchpoints in a clear and efficient way. Our goal is to own more brand properties in consumers’ minds and to increase brand equity.”

Ralph Zimmerer, Vice President NIVEA Brand Identity & Capability, underlines: “Peter Schmidt Group will support us in the ongoing development of the brand appearance and its implementation across the consumer journey. Together, we’ll move to a next level of contemporary NIVEA design, while at the same time we keep what’s iconic, familiar and positive about the brand. We look forward to the collaboration with Peter Schmidt Group within our new agency model.”

Ruediger Goetz, Managing Director of the Peter Schmidt Group: “With NIVEA, we are gaining a very special brand icon from Germany that has outstanding international appeal. In my view, our integrated offer, our expertise in global brand management, and the method of empathic branding offer the best possible framework for supporting NIVEA on its journey into the future. We are more than proud and look forward to working with a team on the customer side that we have always found to be extremely constructive and motivating in recent months.”

The decision in favor of the Peter Schmidt Group was made as part of a multi-stage pitch process. The collaboration will begin before the end of March 2021.

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