Nivea Vital will sponsor Classic FM’s The Full Works evening show until August, as the beauty brand looks to reach listeners when they are relaxed and focusing on themselves.
The promotion of the anti-ageing skincare range will look to raise awareness across radio, press, digital and at key live events.
Brokered by MEC Access, the campaign will include branded tailored adverts, along with social mentions and a branded ad page on the Classic FM website.
Sophie Rock, brand manager for Nivea Vital, said: “Classic FM is a great partner for Nivea Vital as it means we are reaching a perfect demographic for the range. The anti-age sector is overcrowded with brands saying the same thing about their products, something which has led to a category-wide trust deficit. This wide-reaching activity provides us with the opportunity to spend more time with our audience and build a trusting relationship with them. It allows us to communicate to our target audience that they can rely on Nivea for effective care that works in harmony with their skin.”
MEC worked alongside creative agency FCB Inferno to create the messaging for the partnership.