Nivea, the Beiersdorf-owned brand, is sponsoring ITV game show PokerFace as part of a major campaign to support the relaunch of its Nivea deodorant range.
The show, which is hosted by comic duo Ant and Dec, involves contestants competing to “bluff” their opponents in poker style for an ultimate prize of £1m. It will launch on January 15.
The tie-up signals a strengthening of the beauty and cosmetics company’s commitment to the deodorant brand following its launch in 2002.
The deodorant brand its first TV sponsorship deal in 2004 in a £1.7m tie-up with Sky for the third series of 24. The deal was brokered by Carat.
Earlier this month Nivea unveiled plans to overhaul its deodorant range as it prepares to take on market leader Unilever-owned Sure (MW last week).
The company is spending £5m on a packaging revamp and a major new campaign focusing on its “24 hour protection” in a bid to reassure consumers that its range is as effective as other brands.
The relaunch will be supported by an integrated marketing campaign developed by Draft FCB and it will build on its “workaholic” executions, which ran last year.
The move comes as competition in the deodorant category intensifies. Last year rival Sara Lee-owned Radox extended its bodycare offering with the £5m launch of its first range of unisex deodorants under its Daily Elements brand.