Encouraging the nation to adopt more sustainable behaviours and #CutbackOnPlasticPollution

Intention and Action

As the UK’s number one skincare brand, NIVEA has a big responsibility to minimise its environmental impact and reduce the amount of plastic in our oceans. Taking the insight that UK consumers are far less likely to recycle bathroom products over those found in the kitchen, we developed a campaign – #CutbackOnPlasticPollution – that would nudge people to adopt more sustainable behaviours in the home, while demonstrating NIVEA’s commitments to rethink how plastic is used across its business. At the heart of the campaign were NIVEA’s partnerships with the Marine Conservation Society (MCS) and its first UK sustainability ambassador, pro surfer Lucy Campbell.

Ahead of the campaign’s launch on World Ocean’s Day, we invited influencers and journalists to a two-day event in Cornwall where they could learn more about NIVEA’s efforts to cut back on plastic waste and take part in a beach clean and surf lesson with Lucy and MCS. This was accompanied by a whole host of content on NIVEA’s channels to help consumers make more sustainable choices, from tips on how to recycle properly to quick wins such as switching to plastic-free products and using refillables.


• 25 pieces of coverage across social, national, trade and broadcast with a reach of 55m

• Analysis of campaign coverage showed we reached a new audience who buy skincare products and are interested in sustainability but wouldn’t normally read about NIVEA

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