NIVEA MEN and Paris Saint-Germain Announce Brazilian Partnership
São Paulo, April 10, 2018 — NIVEA MEN and Paris Saint-Germain announce a partnership for the Brazilian market, where both brands have become extremely popular and part of everyday life for many consumers. To celebrate the start of this partnership, FCB Brasil is creating a slogan and offline campaign, which is being developed for digital by LOV.
The company has been present in men’s lives since 1922, when it launched a shaving soap, and now it wants to improve its relationship with Brazilian men with the NIVEA MENline, which includes deodorants, soaps, shaving foam, shaving gel and shaving cream. “Soccer and skincare have a synergy that represents very important values for the male universe, such as self-confidence, unity, passion and command. We know that soccer is a national passion and that is precisely why we want to position our brand and products within this environment, paving the way for a strong emotional bond with our customers,“ explains NIVEA Brazil Marketing Director Andrea Bó.
”Being ready for the game, whether that means playing the sport, being with your family, being at work, or any number of daily achievements, makes men feel more confident,“ adds Andréa. “Through this partnership, we want Brazilians to always feel ready for whatever life has in store for them.”
Frédéric Longuépée, Deputy Managing Director of Paris Saint-Germain, is immensely pleased with the partnership’s extension in Brazil: ”Our partnership with NIVEA MEN has been a success in France, and since Paris Saint-Germain continues to grow in popularity around the world, we are delighted to extend it to new regions. We have millions of fans in Brazil and this partnership will be a chance to solidify our fan base and firmly establish our brand in a key market for the club.“
The #PRONTOPROJOGO (#READYFORTHEGAME) campaign features some of the club’s stars: Neymar Jr., Thiago Silva, Dani Alves, Kylian Mbappé and Adrien Rabiot, who have taken a step back from their usual heroic image and are showing that, first and foremost, they are ”regular guys" who work on improving their self-esteem with a product line developed especially for men.
“Increasingly more Brazilians are using NIVEA MEN. And with so many stars playing abroad, increasingly more people are watching the European Champions League in Brazil. Sponsoring PSG is the perfect way to show that, more than just being famous, these players are modern men who live normal lives and care for their skin with NIVEA MEN. Take a look, because the campaign is lots of fun,” said Joanna Monteiro, CCO of FCB Brasil.
The first video, dubbed “The Game of Life,“ was produced in Paris and will be launched on television and online media throughout Brazil. The idea is to encourage soccer fans and consumers in general to always be ready to give their best, whether that’s in the game or in everyday tasks.
The online campaign, developed by LOV, will launch soon on the brand’s Brazilian social media channels. ”Digital media play an essential role in establishing customer engagement with the campaign theme, bringing products closer to people’s lives,” explains Laura Reis, Head of Business and Operations at LOV.
Personal Care Boosts Self-confidence among Men
Before signing this partnership, NIVEA MEN conducted a study that revealed that 92% of men between the ages of 18 and 69 hold that “feeling good about your own skin” is important for good performance in every aspect of life.
Meanwhile, over 79% of those interviewed stated that professional soccer players and their routines inspire them to improve their own conditioning and performance.
*Online survey carried out by Statista in November 2017, upon request from Beiersdorf AG, with 250 men between the ages of 18 and 69.
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Author FCB Brasil