Nivea is launching a sampling exercise across Warner Village
cinemas, through Mercier Gray, which aims to tempt men into using
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
Research has proved that the cinema-going male audience will respond
well to sampling, and there has been fantastic interest in Nivea for