Last week I was lucky enough to be invited up to Liverpool with Nivea Men for a very special announcement. On the day, we were kept in the dark about what the day involved, we just new we were off to Liverpool.

It was an early start at London Euston station, before boarding our totally-booked-out First Class carriage! It was quite the experience and I can’t thank Nivea Men enough for how well we were treated.

On arrival in Liverpool Lime St. station we were met by a totally pimped out bus, which turned out to be the Liverpool Football club’s team coach! So we were starting to guess where we might be going…

And we we were right! We arrived at Anfield Stadium where we were brought into a briefing room filled with cameras where we were told that Nivea Men were becoming Liverpool FC’s first official men’s grooming partner.

“NIVEA MEN is one of the most recognised skincare names across the globe and we are delighted the brand has chosen to partner with Liverpool FC as it enters the world’s most exciting football league,” said Billy Hogan, chief commercial officer at Liverpool.

“We’re thrilled to welcome our very first grooming partner to the LFC family and we look forward to some exciting campaigns over the coming years.”

The multi-year deal covers Nivea’s primary countries, including the UK, Sweden, Denmark, Finland and Norway. This unique partnership launched with an integrated marketing campaign, including a new TV commercial which we were given a world exclusive preview of.

The ad features club stars Jordan Henderson, Simon Mignolet and Raheem Sterling. The commercial was filmed in Liverpool and sees the footballers putting the Nivea Men Stress Protect deodorant to the test as they run late to an event.

The campaign aims to boost the awareness of male grooming by inspiring men, through football, to “unlock their potential through preparation”. The ad finishes with 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,” said Andreas Ostermayr, Northern Europe general manager, at Nivea owner Beiersdorf.

I can’t wait to see what else come from this new partnership, so watch this space everyone!

Written by Neil Thornton
London-based coffee drinker. Editor by day, blogger by whatever time he finds spare.