By Precious Enaike

NIVEA has launched a nationwide consumer promotion valued at ₦3 billion, offering instant airtime and other rewards to customers who buy selected lotion variants, in what the company described as its first national consumer promo in Nigeria.

The campaign, unveiled in Lagos, is being executed by Beiersdorf Nigeria, the local arm of the German skincare firm, and runs across six lotion variants, including Advanced Care, Deep Lotion, Rich Nourishing, Even Glow and Cocoa.

Under the scheme, buyers who purchase any of the promo-labelled products and scratch a card to reveal a unique code will receive ₦1,000 airtime instantly after dialing a designated shortcode, while also qualifying for weekly and end-of-promotion draws.

Speaking at the launch, Dele Adeyole, Country Manager of Beiersdorf Nigeria, said the company committed ₦3 billion to the initiative as a reward to loyal customers and to deepen consumer engagement in the market.

According to the organisers, the weekly draws will produce 10 winners of ₦1 million each and 50 winners of ₦50,000 product vouchers, to run for 12 weeks. At the end of the promotion, three jackpot winners will receive ₦5 million, ₦3 million and ₦2 million respectively, while three sport utility vehicles are also listed as grand prizes.

The company also announced that 10 consumers will be sponsored on an all-expenses-paid trip to Spain to watch a live match of Real Madrid at the renovated Santiago Bernabéu Stadium, citing its recently extended global partnership with the Spanish football club.

National Sales Manager, Desmond Quaye, said participants can enter the weekly draws up to three times per week per person, while airtime rewards are not capped, depending on the number of eligible products purchased.

Marketing Director for Central East and West Africa, Fiyin Toyo, explained that the promo mechanic involves scratching a label on the product to reveal a code and dialing a shortcode to activate both instant and draw-based rewards.

Ali Abubakar, Head of Shopper and Customer Marketing at Beiersdorf Nigeria, said the campaign is expected to stimulate retail activity and drive traffic to stores during the period.
The promotion is expected to run through the end of 2025.