Nivea Men, the world’s number one men’s skin care brand, has become the first Official Men’s Grooming Partner for Liverpool Football Club.
The multi-year partnership sees Nivea Men break into the Barclays Premier League, and is designed to engage with male consumers through football and increase the brand’s penetration in the male skin care category.
The partnership launches with an integrated marketing campaign, kicking off with a new TV commercial that airs for the first time today (13 February 2015) on Channel 4. The advert, created by FCB Inferno, sees Liverpool players Jordan Henderson, Simon Mignolet and Raheem Sterling putting Nivea Men Stress Protect deodorant through its paces on the way to an important event. The 360 campaign, which will also include targeted digital and social media activity, POS and an engaging public relations campaign, is designed to inspire men to unlock their potential through preparation and features the strapline ‘It starts with you’.
Andreas Ostermayr, Northern Europe General Manager at Beiersdorf Ltd, says: “We’re delighted to be partnering with Liverpool FC, one of the world’s most successful football clubs. Liverpool FC represents passion, quality and integrity – values shared by Nivea Men – and we’re excited about the prospect of creating a memorable marketing campaign over the coming years with the help of Liverpool FC and its star players, staff and fans.”
To mark the new partnership, Nivea Men spoke to thousands of British blokes to discover what makes them sweat. When it comes to body confidence, 25% of British men admit they feel the heat when getting their beach bodies out on holiday. Almost 40% say keeping up the gym visits and fitness regime is a source of pressure. The older men get, the more appearance matters. Men over the age of 40 are twice as likely to be concerned about going grey, losing their hair and using the right moisturiser. For almost one in three men (31%), unsightly underarm damp patches are a concern. Perhaps unsurprisingly, body odour rates as the biggest grooming related worry, with 40% of men reluctantly putting their hand up for this one.
