TBWA Anthem has been given a brief to create a new communication for the brand so as to make it look `young.' Also in the pipeline is a new launch - Nivea Soft, a non-greasy cream targeted at youngsters.

Says JL Morison managing director S Chakrabarty: ``Nivea has stood for 120 years on a single focused platform - `Nivea forever'. Nivea has been associated as a brand for the mother and grandmother. We are investing in the brand to give it a contemporary look.''

``A brand new communication is in the offing to contemporarise the brand by targeting youth or addressing a different segment. We are also in the midst of changing the ingredients to upgrade Nivea products to international standards. The new communication will revolve around: The New International Formula with Significant Quality Improvement,'' said Chakrabarty. With the value engineering and product upgradation, Nivea products are expected to witness a 3-5 per cent increase in price.

The launch of Nivea Soft is being planned so as to enable the company to overcome the grandmother image which Nivea currently attracts. Products similar to Nivea Soft may also be launched to support the strategy.

``Nivea Soft will be targeted at youngsters who, we would believe, will grow up with the brand. The product is specifically designed for the younger generation and this will help in giving Nivea a younger appeal,'' explains Chakrabarty.

In order to fight the perception problem in the consumer mindset on the brand's association with winters, JL Morison will unleash a new communication highlighting Nivea for Men products as `Nivea for Summers'.``Nivea has traditionally been a cold cream brand and has thus got associated with winters. However, we want to change this image and put across to the consumer that Nivea is for summers too,'' said Chakrabarty.

The new promotional campaign will be launched in March this year and the Nivea brand will piggy-back on the men's range of toiletry products from the brand's stable to serve the purpose. The company expects this strategy to create an impact in the consumer mindset and to change the perception of the brand as one for all seasons. This is aimed at achieving consistent sales for Nivea throughout the year.

Internationally, the Nivea brand is owned by a German company called Beiersdorf AG. Among other products in the Nivea basket is Nivea Soap, priced at Rs 31 for 100 gm. This competes with brands like Dove from Hindustan Lever. Nivea soap is said to be clocking a volume of 40-50 tonne per month.