Nivea to sponsor The Cube on ITV

Beiersdorf is to promote its Nivea Stress Protect antiperspirant through sponsorship of the returning ITV Saturday-night show The Cube.

The Cube: new series
The Cube: new series

Nivea’s sponsorship will link the protection given by the deodorant to the programme’s contestants keeping their nerve.

It is part of "the moment before the moment", the first pan-regional campaign by MEC since the WPP network landed Beiersdorf’s Northern European business last year.

Other elements of the campaign will include targeted ads and a YouTube widget by Agency Republic.

The 12-week series of The Cube starts on Saturday (2 March). The idents will be created by ITN and then adapted into Swedish and Danish by MEC’s in-house team MEC Works.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

UKTV backs on-demand service with animated campaign

UKTV backs on-demand service with animated campaign

UKTV is supporting the launch of UKTV Play, its new video-on-demand service, with an animated campaign.

Share
Johnston Press appoints BBC's Terry McGrath as brand director

Johnston Press appoints BBC's Terry McGrath as brand director

Johnston Press has appointed the BBC marketer Terry McGrath to the newly created role of senior director of brand and product marketing.

Share
It's time media tapped into the bikegeist

It's time media tapped into the bikegeist

From scoops and splashes to commutes and sportives, media is now at the centre of the 'bikegeist', says Newsworks' chief executive, Rufus Olins.

Share

Get news by email