Some combinations are just not meant to be - Nivea & Rihanna is one of them

Nivea's intention behind the collaboration with Twitter-eager celebrity Rihanna was to reach a younger target audience through online social networks and branding the products as hip and sexy.

Too sexy in fact, as Rihanna's image of SEX, DRUGS and Rock'n'Roll displayed through her Twitter engagement was too much to handle for the brand. Although the campaign was successful, ties were cut with the celebrity. This client loss should be a wake-up call for the star and her management.

However, Nivea should consider a thorough review of the celebrity's lifestyle, attributes and professionalism before selecting them for their campaigns. Collaborations should be trustworthy for the consumer otherwise celebrity endorsements could backfire and result in bad publicity! And yes, there is such a thing as bad publicity! ;)