• December 30, 2010

Nivea is the title sponsor of the New Year's Eve Times Square ball drop for a third consecutive year.

The theme of the promotion this year is "prepare to be kissed." The personal care products company will paint Times Square blue and white creating the signature "sea of blue" featuring New Year's Eve accessories and Nivea lip care products to protect the lips of revelers in Times Square.

New to the sponsorship this year is the "Kiss the One You Love Contest" on Facebook, which asked couples that may be apart for the holidays to share their love stories.

Nivea will bring together two winning couples to celebrate in Times Square. They will join TV personalities Bill and Giuliana as they host the celebration on the Nivea Kiss Platform, which will feature entertainment including a musical performance by singer Taio Cruz.--Tanya Irwin