Nivea Men has penned a multi-year partnership to become the official men’s grooming partner for Liverpool Football Club as it looks boost awareness in the male skin care category.
The partnership launches with an integrated marketing campaign, beginning with a TV commercial starring club stars Jordan Henderson, Simon Mignolet and Raheem Sterling.
The 30 second ad, which breaks on Friday 13 February on Channel 4, was filmed on location in Liverpool and sees the three players test out Nivea Men Stress Protect deodorant on the way to an event.
The ad will be further supported by targeted digital and social media activity, point of sale (POS) and a public relations campaign. The campaign is designed to engage with men through football and inspire them to "unlock their potential through preparation" and features the strapline ‘It starts with you’.
“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,” commented Andreas Ostermayr, Northern Europe general manager, at Nivea owner Beiersdorf.
The deal spans five Northern European countries; the UK, Sweden, Denmark, Finland and Norway.
Financial details of the partnership were not disclosed.