Lindt USA hopes for sweet success with new multichannel marketing campaign
Published August 31, 2010
With the U.S. Open in full stride, Swiss chocolate manufacturer Lindt is serving consumers a new multichannel campaign starring Swedish tennis player, Roger Federer.
Lindt's marketing push is led by a 30-second television spot, which was launched in sync with the U.S. Open, featuring Federer. The commercial is further supported by extended scenes and outtakes on YouTube, along with social media efforts on Twitter. Federer is also helping promote the brand through his Facebook page and website.
The 165-year-old chocolate company chose Federer to star in the multichannel marketing initiative because he embodies the values of the Lindt brand. Lindt USA president Thomas Linemayr told MediaPost the star showcases the manufacturer's Swiss pride and the first-rate quality of its product.
While some marketers are taking advantage of the U.S. Open to promote their brands, many are eagerly anticipating the upcoming football season. For example, Kraft recently launched a football-themed promotional campaign for a charity food drive it supports. The multichannel marketing initiative extends across the web, print and national television. 