Why did Lidl choose Arnold Schwarzenegger as its muse?

The German discount brand Lidl is hitting hard. To promote its Parkside tool brand, Lidl has surrounded itself with a star. And not the least. The store chain has chosen the famous Austrian-American actor and politician as its muse: Arnold Schwarzenegger! Objective: to make it embody the strength of the brand.

Through it, Lidl hopes to encourage consumers to take matters into their own hands and roll up their sleeves! Because before playing Conan or Terminator and becoming a politician, this Mr. Universe, decorated 5 times, was also a mason! “You can do it ! That’s exactly my mantra. The most important thing is to believe in yourself, and that’s why I’m a Parksider too,” says the star.

Unprecedented partnership

Since August 25 and until the end of September 2023, the French can find Arnold Schwarzenegger, drill in hand, in video spots, on the brand’s website and Instagram account, as well as on the brand’s online sales platform. Lidl.

But this is not the discounter’s first attempt at using personalities as muses. Among them: the former French international football player Djibril Cissé for a range of textiles in 2022, the Miss France 2010 Malika Ménard for the cosmetics brand Cien in early 2023, or the model Heidi Klum for a clothing collection in 2017 …

However, this is the first time that Lidl has surrounded itself with a star of such stature to promote a brand in all 32 countries where the brand is present. Questioned by Capital, Lidl did not wish to provide details of the partnership.


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