Nivea Focuses on “Touchable” Moments

Skin and beauty care brand Nivea last week signed a deal to become the title sponsor of the AVP Pro Beach Volleyball Tour.

The deal, brokered by The Leverage Agency and activated by the AVP, provides Nivea the opportunity to launch two new products: Happy Sensation Body Lotion and Touch of Happiness Body Wash, said Nicolas Mauer, the chief marketing officer of Beiersdorf Inc, the maker of Nivea.

“We will have complete ground domination,” he said.

Several years ago, Mauer led the development of a new strategic marketing platform for Nivea called, Touch and Be Touched. Part of the effort was to identify and act on the addition of new pillars— or high-profile events or occasions—where the brand can reach consumers on a more personal level.

The AVP summer tour is the latest effort. It begins April 16 in Fort Lauderdale, FL, with activities that will include sampling, coupons, on-site signage, advertising, retail activities, PR, contests and online communications about the products. The tour winds down in Los Angeles in September.

“We felt that the AVP was very vibrant,” Mauer said. “There’s a lot of skin. It’s a very healthy lifestyle where people come together in a happy manner. We thought it was a great way to bring this happiness platform to life and establish another very important pillar in the summer time.”

In addition to the 750,000 people expected to attend the events, Nivea will have exposure on ESPN2, marking the AVP’s debut on its new ESPN/ABC TV platform. The stadium at the events will be a sea of blue, Nivea’s iconic signature color, including a large stage and blue tents providing shade to people sitting in the stands. Nivea signage will line the sand playing court.

“We are banking on the opportunity to present our products in a quality manner and as we progress in the tour this year, we are also looking at retail activation of different kinds that will be strong in certain geographies,” Mauer said.

Additional AVP Tour sponsors include, Bud Light, Johnsonville, Malibu, Wilson, KFC, Rockstar energy drink, Barefoot Wine, Microsoft and Paul Mitchell among others.

Other pillars have included a New Year’s Eve promotion tied to that midnight kiss shared among millions of friends and lovers. For the past two years, Nivea signed on to sponsor the New York Times Square’s New Year’s event, which can attract up to a million people, with a host of on-ground promotions, online media, TV spots and in-store materials.

Another pillar wrapped around Valentine’s Day with a theme of sensual touch, love and romance. The programs included romantic carriage rides in New York’s Central Park, a partnership with American Greetings and the recent film “Valentine’s Day.”