As part of a revision of its marketing for Nivea For Men in the UK, FMCG giant Beiersdorf is moving to digital. The program for the skin-care brand includes a nine-month campaign for Nivea For Men's
sponsorship of the England football team to promote its "Preparation is everything" mantra. It is Nivea For Men's first social media push and first web-only TV series. It also is designed to let
consumers shape content. Brand manager Linsi Key said the traditional media methods it has used in the past, such as TV and print, won't help it deliver its brand objectives.
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