SBD/Issue 35/Sponsorships, Advertising & Marketing

Federer To Serve As Global Ambassador For Lindt Chocolates

Federer Becomes Lindt & Sprungli's
First Celebrity Endorser
Switzerland-based chocolate manufacturer Lindt & Sprüngli has formed a long-term partnership with tennis player Roger Federer, who will serve as a global brand ambassador for the Lindt chocolate brand. Terms of the deal were not disclosed. The agreement marks the first time in the company's 160-year history that it has linked its name to a celebrity endorser (Lindt & Sprüngli). BRANDWEEK's Alex Palmer reported while "details have not yet been fully worked out," the deal "will likely include print advertisements and a promotion for Lindt's Les Grande chocolate tablets." The ads would be "tied around the fact that the Les Grande chocolates have the most nuts of any chocolate bar." Federer's ambassador role "will be promoted alongside Lindt's Maitres Chocolatier global television ads, which feature the company's chocolate-makers preparing and testing their new products." Palmer wrote the "Swiss roots of Federer and his championship status made him a natural choice for the world's leading brand of premium chocolates" (, 10/29). BRAND REPUBLIC's James Quilter reports the ads "will also link into Federer's charity The Roger Federer Foundation, which funds education in underdeveloped areas of the world" (, 10/30). Federer has deals with Nike, Mercedes-Benz, Rolex, Wilson, Gillette and NetJets, among others (THE DAILY).

CLOSE SHAVE: P&G’s Gillette brand Thursday night during Fox’ broadcast of Phillies-Yankees World Series Game Two introduced a new Fusion TV spot, via BBDO, N.Y., featuring Yankees SS Derek Jeter. The spot features Jeter’s highlight-reel catch in which he ended up in the stands during an ’04 game against the Red Sox. The commercial ends with Jeter emerging from the stands with several cuts on his face followed by the copy, “A guy’s face take’s enough abuse. Proven performance on sensitive skin” (THE DAILY).

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