From the "What Were They Thinking Department"This bad idea never have made it past the brainstorming session: Nivea plastered its ho-hum branding all over the New York City carriage horses on February 14, 2010. That's right, the horses were parading around with a ridiculous branded message across their backsides. Talk about product placement. How embarrassing. (Nivea isn't playing in the same arena as the bigger brands; otherwise, this gaffe would be up there with "New Coke" as a marketing debacle for the ages.)
"Share the hugs & kisses," tourists were exhorted as part of this branding flop. That's right, as the aroma of fresh manure wafted all around, fine ladies and gents clambered into the bedazzled carriages for a ride. What can we expect next? Burger King branding? Big Mac coupons?
ACTION ALERT! This is too easy! Please contact Nivea (owned by Beiersdorf) and tell the company that you will not buy its products anymore. Let the company know the facts about New York City's carriage industry. Nivea got this wrong: It is a heartless industry. This is not about "sharing the love," but rather sharing the misery.
Leslie Kickham, 203-563-5821
email: lkickham@bdfusa.com
Christina Stejskal, 212-582-1111
email: christina.stejskal@pmkbnc.com
Ms. Kickham and Ms. Stejskal are in public relations for Nivea.
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