269. Axel Adida, Chief Digital Officer at Beiersdorf: The Zeitgeist

Axel Adida, Chief Digital Officer at Beiersdorf—the German company behind iconic personal care brands like Nivea and Eucerin and Ultra-Premium Beauty La Prairie —joins Christina and Daniel to explore how his passion for pop culture and the “Zeitgeist” (the spirit of the times) shapes his approach to connecting heritage brands with today’s trends.

• How skincare education has evolved from beach balls and TV ads to TikTok and AI-powered routines
• Social Media as a (suprisingly?) much more candid form of content and brand exposure
• The role of influencers, creators, and UGC in driving authentic consumer engagement
• What Pop Culture means and why it matters for FMCG brands
• The shift from “brand says” to “people say” in consumer communications
• How Beiersdorf balances nostalgia, inclusivity, and innovation across its brand portfolio
• Why AI and generative search will be game-changers for brand visibility and consumer decision-making