In June and July 2007 Nivea Russia drove a promotional tour with the truck team EDS and the eye catching Colani tractor from Saint Petersburg down to the Black Sea and back again to Moscow.

The purposes of the tour were drawing a new and younger target group, the increase of sales, the support of the trading partners and an image strengthening by emotional connection.

To reach these purposes, the EDS was converted into a mobile Nivea shop with consultation corners. In the trailer the visitor got a computer-controlled skin and hair analysis done, which he got also printed out. In addition there was the trained specialist staff for consulting and product recommendations. Samples and small presents with every purchase rounded the program in the trailer off nicely.

But also outside of the truck there was a lot to see and to experience: sampling, dancers, promoter-animation, a big Nivea bouncy castle for children.

For trading partners there were promotional in-shop activities at the same time.