Nivea: 'Ditch the wrinkles guys'

Men of a certain age are being urged to scrap the rugged look and slap on the Nivea face cream in a new campaign for the Beiersdorf-owned brand by DraftFCB.
Under the strapline “It starts with you”, the multi-channel push launches on TV this week in the UK and Germany.
It promotes the new Nivea Active Age Range brand extension, which is designed to unlock what the company’s describes as men’s “everyday potential”.
The TV commercial opens with a man staring at his reflection, before a first-person perspective shows just what his face goes through.
Using a more emotional approach towards men, which Beiersdorf says is designed to embody the brand essence of easy-going masculinity, the campaign taps into the insight that when men feel positive, they see it reflected in the mirror as well as in their attitude.
Nivea Men global marketing director Tobias Collée said: “‘It starts with you’ is more than just a claim. It actually gives men the kick they sometimes need to get going. It has a very straightforward, positive and aspirational attitude as well as acting as an invitation to brand activation.”
Following the UK and German launch, the campaign will be rolled out globally.

Nivea: ‘Ditch the wrinkles guys’

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