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Working with Beiersdorf, we pinpointed an opportunity for the first-ever after-sun lotion. Then we launched it with provocative radio commercials. In each spot, a peppy young woman told young men, “I’m standing stark naked on (name of major street in whatever city the spot ran in). I’ve been out in the sun. Now half of me is covered with Nivea After-Sun Lotion, and the other half isn’t. Feel the difference. C’mon, feel the difference.” Nivea After-Sun Lotion became and remains a success.