We love Product of the Year! It’s a fantastic institution in the UK. It helps tremendously to boost sales and drive awareness of innovation. The more you put behind POY, the more you get back.

An accolade from real consumers and I think it is like the ultimate test for your innovation. Nivea will be using it online for digital activity and social activation, and also through our PR communication.

We think the logo is very strong because in a consumer opinion, when they see this on pack for example, it gives them a strong reason to believe that the product has a real quality. So we will definitely use this logo on our pack and in digital communication – on Facebook and our website – to basically support our products.

We feel within GSK that POY is really beneficial to win – it really does help consumers to choose between the number of products they see within a supermarket.