Nivea – now that’s memory structure

Hot on the tails of my last post on Red Bull editions breaking the "memory stucture" of the brand, here's an example of how to stick to what made you famous.

You don't get much more iconic than the little blue tin at the heart of the Nivea brand.

Check out 100 years of packaging below. Interestingly, it only went blue in 1925, 14 years after launch.

And just look at the pack from 1959. The same equties have been used for over 50 years:

– Blue colour

– Nivea name in upper case

– Creme written in same typeface

– Same round tin

– Pure and clean, apart from the little on-pack flash in 1993

A great example of how to reinforce and nurture the brand properties of your core product.