Mercier Gray targets men in cinemas with Nivea moisturiser samples

Nivea is launching a sampling exercise across Warner Village cinemas, through Mercier Gray, which aims to tempt men into using moisturiser.

Nivea is launching a sampling exercise across Warner Village

cinemas, through Mercier Gray, which aims to tempt men into using

moisturiser.



The activity starts this weekend and runs for two months. It is linked

to the release of Saving Private Ryan, Lethal Weapon IV, Primary Colors

and Tarzan and the Lost City, films selected for having the same target

audience as Nivea for Men.



Two fold-out sampling cards, designed by Mercier Gray, introduce men to

moisturiser and aftershave balm, admitting: ’we know you don’t want

dozens of lotions and potions’. The moisturiser is described as a

’protecting solution’, which helps skin recover from shaving, and the

aftershave balm is a ’soothing solution’ which ’takes the ouch out of

nicks and cuts’.



At the bottom of each handout, a sachet of the product is attached.



The sampling is part of an integrated campaign, with ads by FCB running

in the men’s style press. Rob Gray, the managing director of Mercier

Gray, explained: ’The idea of using tip-ons in men’s magazines was

considered but it was felt that men need more help than that, not being

used to receiving samples in the press.



’This campaign reaches men in environments in which they are

comfortable.



Research has proved that the cinema-going male audience will respond

well to sampling, and there has been fantastic interest in Nivea for

Men.’