• Internal Code :
  • Subject Code : MPK713
  • University : Deakin University
  • Subject Name : Consumer Behaviour

Project Proposal: ‘Rethink Soft’ (Nivea)


Skincare brand Nivea launched a campaign known as "Rethink Soft" with the main aim of changing the connotation of the word soft. The campaign involves a web page, a rethink soft digital anthem, a short film highlighting real-life soft actions and personalized stories form influencers. Soft had a negative reputation in today's society and is often linked with being weak. Evidence revealed that 59 percent of people said that soft is negative and 49% of people think that the word soft is linked with weakness (NIVEA Rethink Soft 2020). Due to these perceptions, Nivea has launched a "Rethink soft campaign”. The mission of the campaign is to confront the depressing insight of soft and get people to know the softness is not identical with weakness but can have an encouraging and long-lasting impact.

Two key aspects of the campaign

  • The campaign is focusing on changing the perception of consumers about the word soft. Furthermore, it is designed to confront the negative opinion of people who thinks that being soft is highly associated with weakness.
  • The Rethink soft campaign wants to change the perception of society. Therefore, the company designed an emotional campaign for the customers. With the help of this campaign, the company wants to celebrate the big and small acts that matter.

Application of Consumer Behavior Theory

The psychoanalytic theory of consumer behavior designed by Sigmund Freud has evaluated the role of marketing appeals that target the opinion, hopes, aspiration, and uncertainties of customers (Berger 2016). The theory will help to analyze the campaign. The researcher believed that people are not able to completely recognize their driving force as the psychological factors that shape them are mainly insentient. Furthermore, the main part of the insentient mentality includes strong needs and support. While these desires can cause noteworthy blame and embarrassment when they surface, individuals will repress them.

According to psychoanalytic theory, customers react to symbolic distress as much as they react to those of economics and function. The theory highlighted that the age and earnings cannot completely account for consumer behavior as stimulus put deep in the mind. As an alternative, advertising messages that hold expressive appeal to consumer belief, hope, ambition, and worries are repeatedly more effective than rational appeal. As per the theory, it is clear that Rethink soft campaign is targeting the emotions of the people (Kimmel 2018). The theory revealed that emotional appeals are highly effective than rational appeal.

According to this theory, the company is trying to manipulate people's behavior without them realizing it. I, addition, consumer behavior theories define that the social, cultural, personal, and psychological factors highly influence the perception of the customers. Furthermore, the positive opinions about a product will result in greater business while a negative review of a particular product will lead to a huge loss. Thus consumer perceptions not only manipulate consumer behavior but also affect the performance and success of the business. Hence, the marketing campaigns are mainly designed to influence the perception of the customers to attain a competitive advantage.


Berger, A.A., 2016. A psychoanalytic approach to marketing. In Marketing and American Consumer Culture (pp. 25-35). Palgrave Macmillan, Cham.

Kimmel, A.J., 2018. Psychological foundations of marketing: the keys to consumer behavior. Routledge.

NIVEA Rethink Soft. (2020). Retrieved 29 April 2020, from https://www.niveausa.com/highlights/rethinksoft

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