The idea was to take advantage of this occasion by harnessing the moment for NIVEA Sun. The key product benefit of NIVEA Sun Self-Tanning Spray was highlighted by peppering the landscape of pale beige taxis with darker "tanned" ones. They drove around in the middle of winter with a display on their roof announcing the new Self-Tan Spray.

A first for this medium, the effort generated loads of free press and publicity - and made German taxis look a whole lot cooler.