'Nivea Most Wanted' targets men

Beiersdorf UK is backing a new campaign for its Nivea for Men Sensitive Hydrogel, a moisturiser designed for bearded and stubble-wearing males, with an experiential campaign to drive awareness, trial and sales.
The campaign, called ‘Nivea Most Wanted’, has been devised by marketing agency Space and supports advertising activity.
Based on the insight that men with facial hair avoid applying moisturiser, Nivea for Men Hydrogel deeply moisturises and is fast absorbing, even on stubble.
A southern and northern team will be on the look out for ‘Nivea’s Most Wanted’ men with stubble and are offering the chance to win a trip to Las Vegas with three friends. A team of female “sheriffs” will distribute over 200,000 Hydrogel samples while taking photos of participants in stations and city centres nationwide.
The photos will be uploaded to Facebook where the experience is extended. Those men who have had their photo taken will be reviewed by Nivea’s panel of judges, and regional heats will take place before the ultimate winner is chosen. To reach an even wider audience and create more of a buzz around ‘Most Wanted’, consumers who aren’t able to get to the sampling are encouraged to enter their own photo; of which Nivea will choose one winner to be entered into the heats.
Nivea for Men brand manager UK Lindsay Key said: “Space has delivered a very creative and engaging experience in a short space of time. The campaign leverages our outdoor and press campaign activity perfectly creating face to face brand experiences and excitement around the product.”