‘Never Give Up’ – even when exhaustion sets in and the body has reached its limits. Embracing this credo, Caffeine shampoo Alpecin has launched an extensive Europe-wide media campaign during the Tour de France, featuring their Alpecin Grey Attack shampoo. The campaign stars cycling World Champion Mathieu van der Poel and his team managers.
Responsible for the campaign as creative lead agency was MAYD from Hamburg, led by experienced owners Behnaz and Bahador Pakravesh. It was directed by Omid Aghdami from GESTALT Studio. Grooming: Sophie LERCHE c/o BIGOUDI.
Just in time for the start of the Tour de France (29 June – 21 July 2024), Alpecin tells a heroic story that shows that it’s always worth fighting and never giving up – even in the battle against time. Symbolizing the successful battle against grey hair – an unmistakable sign of aging.
The spot combines the dynamics and endurance of cycling with the effective formula of Alpecin Grey Attack shampoo. The TV and online media campaign is set to capture attention across 10 cycling-passionate countries during the Tour de France. Since 2020, the Dr. Wolff Group has been a sponsoring partner of the professional Alpecin-Deceuninck team, one of the world’s best.
“With our motto ‘Never Give Up,’ we are integrating our sponsorship activities even more strongly into our brand. The campaign spotlights what is equally essential whether dealing with grey hair or excelling in cycling: never giving up,” says Alexander Krümke, Vice President Marketing at Dr. Wolff Group.
World champion Dutch cyclist Mathieu van der Poel is the personification of ‘Never Giving Up’. While van der Poel literally fights against time on his racing bike in the commercial, the team managers, aka Phillip and Christoph Roodhooft, symbolize the fight against one of the most visible signs of aging – grey hair.
“The Tour de France is an excellent platform to draw attention to our brand Alpecin and to impressively demonstrate the performance of our products in the world of cycling,” Eduard R. Dörrenberg, CEO of the Dr. Wolff Group.
The brothers, who usually pull the strings of the successful cycling team from behind the scenes, are driven by a shared passion for excellence, discipline, and endurance, striving for peak performance from their athletes, staff, and themselves.
The Dr. Wolff Group, founded in 1905 by Bielefeld-based pharmacist August Wolff, has been sponsoring the cycling sport with the brand Alpicin since 1949. In 2014, the company announced that it would become a name sponsor. Since July 2022, the team has competed wearing the Alpecin-Deceuninck name.
