I have sold a lot to women, but I haven't forgotten how to talk to men. Here are some highlights from my international work on the Mars side of the NIVEA business.
"It Starts with You" is the global platform for NIVEA MEN we created in 2012. The brand is not Old Spice. Nor is our target teen boys only interested in deodorant. We had to create a platform that spoke to a slightly older, slightly more grooming involved...man. Our stories celebrate the achiever in every male, without taking it so seriously that we either become too self-involved, or worse, that it becomes boring.