“Never Give up” – even when exhaustion sets in and the body reaches its limits. Following this credo Caffeine shampoo Alpecin launches a Europe-wide media campaign during the Tour de France, featuring their Alpecin Grey Attack shampoo. The campaign stars the current cycling world champion Mathieu van der Poel and his team managers, the Roodhooft brothers.
Just in time for the start of the Tour de France (29th June – 21st July 2024), Alpecin’s latest campaign tells a heroic story, that shows that it is worth fighting and never giving up – even in the battle against time. Part of that is a TV commercial that combines the dynamics and endurance of cycling with the effective formula od Alpecin Grey Attack shampoo. The product presents a solution that provides a natural-looking color effect for less grey hair and a fresher, more youthful look.
Figurative, this stands for the successful battle against grey hair – an unmistakable sign of aging. The TV and online media campaign is set to capture attention across 10 cycling-passionate countries* during the Tour de France. Since 2020, Dr. Wolff Group has been partner of the professional team Alpecin-Deceuninck, one of the world’s best cycling teams.
The Embodiment of Determination: World Champion Mathieu van der Poel and Team Managers Star in the Advert
In cycling, there is no other character who embodies performance, discipline, and the will power like Mathieu van der Poel, the personification of “Never Giving up”. renowned for his prowess, discipline, and relentless pursuit of victory. While in the commercial van der Poel literally fights against time on his racing bike, the team managers Phillip and Christoph Roodhooft symbolise the fight against one of the most visible signs of aging – grey hair. The brothers who usually pull the strings of the successful cycling team from behind the scenes, are driven by a passion for excellence, discipline, and endurance, striving for peak performance from their athletes, staff, and themselves.
Creative Direction by MAYD Hamburg
Behnaz and Bahador Pakravesh of Hamburg’s agency MAYD took over the creative lead. The commercial was directed by Omid Aghdami of GESTALT Studio.
Special Jersey in a Limited Edition Makes Campaign Visible on the Roads of France
The professional team Alpecin-Deceuninck is also taking the campaign’s message to the streets of the Tour. Therefore, the riders will wear special “Dark-Denim” jerseys. The squad, with van der Poel and sprint ace Jasper Philipsen, intent on continuing the remarkable success from the previous Tour de France, having notched up four wins and captured the coveted green jersey.
Statements on the Campaign
Alexander Krümke, Vice President Marketing at Dr. Wolff Group: “With our motto ‘Never Give up,’ we integrate our sponsorship activities even more strongly into our brand. The campaign spotlights what is equally essential while tackling grey hair or excelling in cycling: Never Givin up.”
Philip Roodhooft, Team Manager of Alpecin-Deceuninck: “Strong sponsorship partners like Alpecin are essential for the success of our team. The values of discipline, endurance, and perseverance expressed in our credo ‘Never Give up’ are fundamental values that we live by daily and appreciate in our riders and employees.”
Caption: World champion Mathieu van der Poel in the Dark Denim – the personification of “Never Giving up”.
