The Nivea brand which is owned by German parent company Beiersdorf has recently had to handle a PR blunder after the company’s new chief executive recently announced to German national press that Nivea’s brand ambassador, singer Rihanna wasn’t the right person to represent the brand.
Chief executive, Stefan Heidenreich, had described Rihanna as a ‘no-go’ for the ‘family’ brand when speaking to a reporter and went on to say that “I do not understand how to bring the core brand of Nivea in conjunction with Rihanna.” The pop star has a sexy image which doesn’t have a natural association with the brand’s family image and reputation as commented by the recently appointed chief executive “Nivea is a company which stands for trust, family and reliability.”
Rihanna’s deal with Nivea commenced in 2011 as part of the brand’s 100th birthday celebrations, however Nivea has now announced that it changed its strategy to focus on the brand’s core values in 2012.
The shock announcement of Rihanna’s firing undoubtedly led to the company’s PR and marketing staff scrabbling to protect the Nivea image and having to deal with pressure from the media for statements. This blunder highlights the value and importance of a PR team within a brand as big as Nivea meaning that companies will be investing in PR jobs for a long time to come so that they are prepared.
Brand Recruitment has noticed an increase in the number of PR jobs available across the Eastern region and works with a number of big name brands on PR positions as well as other marketing and communications focused roles.