Lidl has announced Arnold Schwarzenegger as the new ambassador for its Parkside DIY tool range.
- Schwarzenegger features in adverts promoting more than 100 DIY products of the Parkside brand.
- This partnership coincides with Lidl’s 50th-anniversary celebrations and expands its promotional strategies.
- Lidl’s past collaborations include high-profile personalities like Paris Hilton and Christina Aguilera.
- The campaign includes TV and social media promotions with Schwarzenegger sharing his motivation.
Lidl has strategically partnered with Arnold Schwarzenegger, who will serve as the brand ambassador for its Parkside DIY tool line. This collaboration aims to leverage Schwarzenegger’s star power to enhance the visibility and appeal of the Parkside range, which encompasses over 100 products, including various tools and gardening equipment.
In the newly launched adverts, the Hollywood icon and former governor of California highlights the values of self-reliance and confidence, echoing the Parkside brand ethos. Schwarzenegger’s involvement is not just a superficial endorsement; it reflects his personal history and affinity with building and construction, harking back to his past as a bricklayer.
This marketing initiative coincides with Lidl’s celebration of its 50th anniversary, underlining a significant milestone with the slogan ’50 Jahre mehr als günstig’ (’50 years more than cheap’). The campaign is part of a broader series of events planned to commemorate this anniversary, showcasing the retailer’s long-standing market presence and dedication to affordability and quality.
Historically, Lidl has engaged with prominent celebrities to bolster its brand image, partnering with figures such as Paris Hilton, Christina Aguilera, and Heidi Klum in various promotional campaigns. These strategic collaborations have enhanced Lidl’s positioning and appeal across diverse consumer segments.
The promotional drive will include both television and social media commercials, where Schwarzenegger shares his core message: “You got this – that’s exactly my attitude. You have to believe in yourself, that’s why I’m a Parksider.” This message aligns with the empowering image Lidl seeks to promote through its campaigns.
This collaboration marks a significant strategic move for Lidl, leveraging Arnold Schwarzenegger’s influence to enhance the Parkside brand’s market presence.
