Real Madrid C.F. players star in new TV ad created by Draftfcb Milan
Draftfcb Milan has launched a campaign to celebrate NIVEA MEN, the international number one in men’s care, and Real Madrid C.F., the most internationally laureate football club, entering into an extensive sponsorship agreement for the Spanish market. With it the Beiersdorf male skin care brand expands on its successful involvement with international football.
With this new agreement the products of the NIVEA MEN series will now support the Spanish prestigious football club. Real Madrid’s players won’t only be playing a major role in elite football, but also in the communication activities of NIVEA MEN in the future. For the launch campaign, created by Draftfcb in Milan with the support of Draftfcb Madrid office, the team is represented by the Spanish World and European Champions Sergio Ramos and Álvaro Arbeloa, the Brazilian national player Marcelo as well as the Argentinian forward Gonzalo Higuaín. The campaign runs across TV, Print, OOH, POS and digital.
Using Football to Emotionalize Products and Brand: hosting a press conference in the Spanish metropolis, Florentino Pérez, president of Real Madrid C.F., announced NIVEA MEN as new official sponsor of the team. The collaboration will last for three years until the end of the 2015/16 season. Both brands share equal values such as spirit of self-improvement and effort, passion and team spirit.
“We are excited about the new partnership and the related projects. Real Madrid is a great match for NIVEA MEN because in our marketing strategy the passion for football plays a very important role. This helps us to emotionalize our products,” said Ralph Gusko, Beiersdorf Executive Board Member for Brands. Successful partnerships do already exist with the German Football League, the German national team coach, Joachim Löw as the NIVEA MEN “Care Coach” starring in the German TV ads, the national teams of England and the Ukraine as well as Italy’s top club, AC Milan.
With NIVEA MEN the prestigious Spanish football club not only counts with a new partner, but with a new alliance that goes beyond the playing field. We look forward to share with Real Madrid great moments of success and emotion in the coming years. With the help of our products, the players will be able to face all of their challenges and to unlock their everyday skin potential” said Gusko.
The agreement with Real Madrid also represents the start of a new era in NIVEA MEN skin care. From April on the brand will be repositioned, it will appear with a new design and the new slogan “It starts with you” created by global lead agency Draftfcb’s Hamburg office.