The product line, which includes a gel cream, patches and dietary supplements, was supported by the ‘Good bye cellulite, Hello Bikini challenge’ which was featured in TV and print.

Bronze Media Lion

Beiersdorf won the Bronze Media Lion at the Cannes Lion International Advertising Festival for the campaign that featured a number of real life models using the products.

According to vice president for marketing at Beiersdorf USA, Nicolas Maurer, the idea was to find real women that consumers can relate too and follow their experiences of the four week challenge.

These experiences were then featured on The Tyra Banks Show and Extra as well as a three week advertorial series in People magazine.

Breakthrough scepticism

“The goal of the campaign was to break through in a category riddled with scepticism,” said Maurer.

“We knew that our consumers needed to personally relate to women’s experiences and feelings about cellulite, build their self-esteem and, most importantly, demonstrate product performance.”

Other winners include Gilette India’s To Shave or Not campaign, and Unilever Denmark’s Axe Running feature.