Nivea for Men Ad Campaign
NIVEA is a global skin and body care brand owned by the German company Beiersdorf. NIVEA has a long history in the industry dating back to 1911. NIVEA for men was introduced in the late 1980’s due to a greater demand for male products in a previously female dominated industry. In other words, males all over the globe were starting to take an interest in skin care and NIVEA was an innovative market leader. Since then recent estimates show NIVEA for men has ≈ 37% market share in male beauty products, has been voted the most trusted skin care brand in Europe, and has won best male skin care range by men’s magazine FHM 2008.
In 2008 NIVEA signed a 4 year multi-million pound deal with England Football. More recently, NIVEA for men launched an ad campaign focusing on the England Football team leading up to the FIFA World Cup 2010. NIVEA was not an official partner of FIFA but of the England team only. The ad campaign was a massive undertaking that involved many media and strategies to fully make use of the World Cup as a vehicle for brand awareness. The FIFA world cup is touted as the largest sporting event in the world and football itself is the most widely played sport in the world. Furthermore the England football brand isn’t simply a national brand but an immensely global one.
CORE MESSAGE
The core message of the campaign is that NIVEA for men is an active, sporting man’s brand that supports the England’s most loved team, the heroes of the entire nation. Not only that, but these same heroes endorse and in fact use NIVEA products in their preparation routine, and as the slogan says “preparation is everything”. Also if you support England football, allow NIVEA to help you express your support in a more meaningful way, by purchasing NIVEA products and becoming more involved in the England Football teams World Cup campaign.
MAIN OBJ.
The main objective is to increase brand awareness and using the English football team and the Football world cup to achieve
In 2008 NIVEA signed a 4 year multi-million pound deal with England Football. More recently, NIVEA for men launched an ad campaign focusing on the England Football team leading up to the FIFA World Cup 2010. NIVEA was not an official partner of FIFA but of the England team only. The ad campaign was a massive undertaking that involved many media and strategies to fully make use of the World Cup as a vehicle for brand awareness. The FIFA world cup is touted as the largest sporting event in the world and football itself is the most widely played sport in the world. Furthermore the England football brand isn’t simply a national brand but an immensely global one.
CORE MESSAGE
The core message of the campaign is that NIVEA for men is an active, sporting man’s brand that supports the England’s most loved team, the heroes of the entire nation. Not only that, but these same heroes endorse and in fact use NIVEA products in their preparation routine, and as the slogan says “preparation is everything”. Also if you support England football, allow NIVEA to help you express your support in a more meaningful way, by purchasing NIVEA products and becoming more involved in the England Football teams World Cup campaign.
MAIN OBJ.
The main objective is to increase brand awareness and using the English football team and the Football world cup to achieve