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Nivea and Stack teach men everywhere to 'hack their lives' with their new campaign

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If you're not familiar with the concept of 'life hacking', the basic principals relate to any activity or 'trick', which we use to make our lives run smoother, faster and with fewer complications. Skin care giants Nivea hope to “hack in” to this trend with a new ad campaign for their 'Nivea Men' moisturiser, which has been spearheaded by integrated agency 'Stack', who until last month, traded under the name 'CMW'.

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The campaign aims to give Nivea Men users access to a range of ingenious solutions to everyday problems. Stack CEO Liz Wilson has said the aim of the campaign is to “Offer an original, yet relevant way to engage with the audience, who consider men's skincare regimens as elaborate and cumbersome”. By tapping into the 'metrosexual' zeitgeist, Wilson hopes that they will “Bust the myth”, that male grooming is a useless and time consuming practice or something for men to be ashamed of. The campaign was designed to reflect “the rise of the metrosexual man” and senior brand manager for Nivea Men, Tom De Vos wants the life hack angle to posit the product as a “cheat” to great skin, selling Nivea as a life hack in and of itself that circumvents the need for a long, boring beauty regime.

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The campaign was launched yesterday and will appear across a variety of key social media networks and channels such as Facebook and Youtube in the coming weeks and months. The first video, reveals the trials and tribulations of a man en route to that most manly hallowed pastimes, the sunday afternoon football match. He shows off a variety of nifty 'hacks' such as dropping the remote batteries to see which ones are still holding a charge (a new one to me it has to be said), heating up left-over pizza with a glass of water to stop it going chewy and putting un-ironed laundry in the tumble dryer with an ice cube to flatten out the wrinkles. It's all set to a jaunty tune and carried off with an endearing 'blokeyness' that should see it really connecting with the target market of 18-30 year old men.

You can find a link to the the trailer in question below and check out the official Nivea Men site for more life hacks.

 

Benjamin Hiorns is a freelance copywriter from the UK who only recently started to take moisturising seriously and he feels like a new man as a result!

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