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Nivea to sponsor The Cube on ITV

Beiersdorf is to promote its Nivea Stress Protect antiperspirant through sponsorship of the returning ITV Saturday-night show The Cube.

The Cube: new series

The Cube: new series

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Nivea’s sponsorship will link the protection given by the deodorant to the programme’s contestants keeping their nerve.

It is part of "the moment before the moment", the first pan-regional campaign by MEC since the WPP network landed Beiersdorf’s Northern European business last year.

Other elements of the campaign will include targeted ads and a YouTube widget by Agency Republic.

The 12-week series of The Cube starts on Saturday (2 March). The idents will be created by ITN and then adapted into Swedish and Danish by MEC’s in-house team MEC Works.

This article was first published on campaignlive.co.uk

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