Nivea wants to inspire kindness by urging consumers to 'Rethink Soft' | consumer psychology | Scoop.it
From www.marketingdive.com - October 7, 2019 1:25 PM

"Skin care brand Nivea launched a campaign called "Rethink Soft" with the goal of changing the connotation of the word "soft" from being synonymous with "weak" to being more associated with "kindness" ..."