Beiersdorf Canada is bringing Nivea Men Deodorant north, linking its fortunes to perennial football powerhouse Real Madrid through point of sale, contests and influencers.
The new addition to the portfolio includes a roll-on format, which the brand says is a first of its kind for men in Canada, along with a convenient stick deodorant geared to men on the go.
“Since 2010, our brand has set the standard for roll-on deodorants, starting with women’s care and now extending to men’s care in Canada,” says Florian Wolfram, general manager of Beiersdorf Canada, who calls the launch a significant milestone.
“As a global leader in this segment, we take pride in our track record of success,” Wolfram says.
The global partnership with the La Liga Spanish football team was established in 2013 and extended to 2025. Wolfram says its partnership with Real Madrid further underscores Nivea’s dedication to “delivering products that meet the highest standards.”
Nivea is activating multiple retailer programs nationally to support the launch of its Men Deodorant in Canada, including retailer-specific programs like its Walmart innovation program and Shoppers Drug Mart innovation program.
All of these retailers programs will be supported with out-of-shelf displays and in-store promotions, featuring the team’s star players including English midfielder Jude Bellingham.
Its biggest retailer program is a national contest, which launched in March and is running until June 21, with shelf blades offering consumers a chance to win an all-exclusive trip to Spain to see Real Madrid play live.
The brand says it is going big to support the national contest, with out-of-shelf product displays and signage providing a direct link to sign up.
The Mars Agency is the shopper partner. PR agency partner 1Milk2Sugars is supporting the roll out with several influencers to showcase the newly launched deodorants in Canada, spotlight the Nivea x Real Madrid partnership and promote the national contest. The shop also hosted each partner recently to experience a Real Madrid game in Spain with Nivea Canada.
