Lindt ads serve up tennis Federer

Marketing Daily - August 30, 2010

Premium chocolate maker Lindt is taking an unusually humorous

tack in its new TV spot featuring Swiss tennis star Roger

Federer:

http://www.youtube.com/watch?v=NChuiwwpr6Q

The new commercial, created for Lindt USA by agency of record

Gotham Inc., is Federer's first ad for Lindt since he became

global brand ambassador for Swiss parent Lindt & Sprüngli

Group last October.

The 30-second spot, which is initially airing in a two-week national

flight corresponding with the U.S. Open (Aug. 29 - Sept. 12) --

which Federer has won five times in the past six years -- shows

two female airport security agents taste-testing the athlete's stash

of Lindor Truffl es and confiscating them for further "investigation"

(as well as checking out Federer's well-toned posterior and

considering a strip search).

The somewhat naughty ad is designed as a complement to Lindt's

more traditional, ongoing "Do You Dream In Chocolate?" campaign,

which shows Lindt's Master Chocolatiers creating the rich

chocolate Lindor Truffles.

An extended version of the new ad and a behind-the-scenes video

showing outtakes from its creation will also be featured on Lindt.

com and YouTube, with social media/viral efforts, including Twitter

promotions, to continue beyond the Open.

The ad will also be seen internationally starting in November,

when it will air during the Swiss Indoors Basel tennis tournament.

Lindt & Sprüngli chose Federer as the 165-year-old company's

fi rst celebrity spokesperson because Federer "uniquely embodies"

the company's "fundamental values of 'Swissness,' 'premiumness,'

quality and passion," making Federer and Lindt "the perfect match,"

comments Lindt USA president/CEO Thomas Linemayr.

In addition to showcasing Lindor Truffl es in "a fun way," the new

campaign is designed to employ Federer's likability and global

recognition to extend and reinforce the popularity of Lindt

chocolates in global markets, Linemayr says.

On Lindt's site, Lindt/Federer fans can also enter a "Perfect Match"

sweepstakes. The contest features daily chances to win prizes such

as a trip for two to New York City to see Federer play, as well as a

grand prize of a trip for two to Zurich to meet Federer, tour the Lindt

& Sprüngli plant, and attend the Lindt Holiday Lighting Ceremony.

In addition, the brand's site provides links to videos of Federer

playing, his site, and his Facebook page.