Beiersdorf‘s Nivea has just announced that as part of the brand’s 100th anniversary activities, it will launch its biggest digital campaign to date. Through a multi-channel approach, global music icon Rihanna will help serve as the voice of the anniversary celebrations that will further engage a new generation of Nivea consumers.

Starting in May the brand will be kicking off a variety of multi-market digital and on-site activations including Nivea’s sponsorship of Rihanna’s upcoming LOUD tour in the U.S. and Europe. The multi-city tour will include fan engagement through the brand-and Rihanna-owned social media channels and will feature various NIVEA-branded activations.

With the business strategy ‘Focus on Skin Care. Closer to Markets.’ Beiersdorf will concentrate on its core competence skincare, placing Nivea in its center. The brand’s anniversary celebration will be a worldwide campaign focusing on building a new generation of Nivea fans while celebrating with its global consumer fan base.