England Sponsor Nivea Uses Boys of 96 In Euro 2012 Ad


As UEFA’s Euro 2012 got underway, Beiersdorf skincare brand Nivea rolled out further activation leveraging its sponsorship of the England football team ahead of the Euro 2012 tournament.


The most recent work promoting its ‘Sensitive’ range sees Nivea roll out a new TV spot starring players from the Euro 1996 England squad – Paul Ince, Les Ferdinand, David Seaman and manager Terry Venables.


The ad shows the three players scrape and scream away as they shave in front of bathroom mirrors despite having sensitive skin. Towards the end of the commercial, former England manager Terry Venables appears relaxed and calm and silent as he shaves contentedly using Nivea Sensitive products.


The spot closely mirrors the range’s original launch ad which was rolled out in March 2012 on TV and in cinemas.


This 20-second spot, part of a £1m ‘Sensitive’ campaign, also features different men (this time actors/models) crying out in pain from the irritation of shaving. Again, a spilt screen is used and the noise from each man featured is created into a musical chorus. The ends with a voiceover stating ’silence the irritation with Nivea For Men Sensitive’.



The England team ad, by DraftFCB, is supported by print and outdoor executions also based around the strapline ‘Preparation is everything’. These show the Nivea For Men product range in the foreground, with a group of England players getting changed in the background.


Nivea for Men signed a four-year deal to become the first official grooming supplier to the England football team in March 2012. The deal, negotiated by Octagon, focuses on Nivea products like the Sensitive and the Q10 ranges and these will be used by the players themselves.


England fans can also buy ‘Three Lions Crest’ Nivea for Men grooming gift packs.


Andrew Rawle, Beiersdorf marketing manager, said: “This association with the team aims to make male grooming more accessible,’ explains Beiersdord marketing manager Andrew Rawle. ‘‘Preparation is everything’ reinforces the relevance of the Nivea For Men brand with the audience.’




This work also links to Nivea’s earlier innovative digital and viral initiative – ‘The Great Football Experiment’.


This was a campaign built around a nationwide search for local Sunday league football teams with the challenge ‘Can the right preparation change the future of the average Sunday league team?’..


The winning team, Ivory FC, was sponsored by the brand and benefited from coaching from Terry Venables, Ray Wilkins and Ray Clemence.


Nivea used the team to generate a wealth of viral and digital content that it seeded across YouTube, Facebook, the brand’s website and a wide range of online sites and publications.


This content included itsems such as a ‘how to’ guide on performing goal celebrations, showing the Sunday League team being taught by Icelandic team Stjarnan FC who have gained popularity on YouTube for their routines.


A game was also organised between Ivory FC and a team of former England greats. This also created content such as interviews, action clips and match highlights.



The brand itself claimed impressive results for this digital campaign which aimed to engage male consumers and driving awareness of its sponsorship deal with the England football team.


It released figures showing that ‘The Great Football Experiment’ generated 3.25m YouTube views, added more than 1,000 subscribers to the Nivea YouTube channel, created over 51,000 Facebook ‘likes’ and drove 200,000 visits to the Nivea website.




The Great Football Experiment





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