Moët & Chandon replaces Scarlett Johansson with Roger Federer

Roger Federer: new Moët & Chandon brand ambassador
Roger Federer: new Moët & Chandon brand ambassador

Moët & Chandon, the Champagne brand, is ending its relationship with Scarlett Johansson and replacing her with Roger Federer as brand ambassador.

Moët & Chandon, which is owned by Louis Vuitton Hennessy (LVMH), announced details today of its deal with tennis star Federer.

Johansson signed a deal to be a brand ambassador for Moët & Chandon in 2009, but the pair are parting ways. The reasons behind the decision are unclear.

As its ambassador, Federer will take centre stage in the brand's upcoming advertising campaign.

Moët & Chandon told Marketing that the partnership is expected to go on for at least the next three to four years and that Federer will be "a long-term friend of the House".

Stephane Baschiera, president and chief executive of Moët & Chandon, said: "Roger Federer personifies the glamour of achievement, great generosity and tremendous style values that have been key to our House throughout its long history.

"As the Champagne of victory and an enthusiastic supporter of major tennis tournaments around the world, we are extremely proud to welcome Roger Federer with Moët & Chandon’s hallmark hospitality."

Federer said: "It's more than just an honour to be Moët & Chandon's brand ambassador, it's an invitation to be part of a very glamorous tradition. Moët & Chandon has always been the Champagne of international trendsetters and I'm proud to be part of a brand that is as dedicated to the pursuit of excellence as I have been throughout my career."

In 2010, LVMH reviewed the global digital strategy for its Moët & Chandon range, in a bid to boost its Champagne sales after the recession.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug