Nivea takes over as This Morning sponsor

Nivea, the Beiersdorf-owned skincare brand, is to become the new sponsor of ITV1's flagship daytime show This Morning starting next week.

Nivea: targeting This Morning's predominantly female audience
Nivea: targeting This Morning's predominantly female audience

In a seven-figure deal brokered by Carat with ITV Commercial, Nivea will take over from the Mars-owned pasta sauce Dolmio.

The sponsorship package includes broadcast, online, interactive, mobile and licensing activity, under the strapline: "Making life a little easier."

Sponsorship credits have been created by TBWA\London and use the line: "Nivea: feel closer."

Nivea is looking to build an association with This Morning's predominantly female audience. The show first aired 22 years ago and is currently hosted by Phillip Schofield and Holly Willoughby, with Eamonn Holmes and Ruth Langsford fronting the programme on Fridays.

Kirsten Gillard, the deputy sponsorship controller at ITV, said: "The duration and consistent scheduling [of This Morning] will act as the perfect platform for Nivea."

Nicolo Pome, the marketing director at Beiersdorf, said: "The sponsorship provides a great opportunity to engage consumers with our 'feel closer' platform, tapping into the emotional connection the show has with UK women."

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content