Tennis Star Sexes Up Classic Champagne Brand

Moët & Chandon Facebook teasers, featuring tennis champ Roger Federer, earned nearly 1,500 likes

The Offer: Replacing actress Scarlett Johansson as brand ambassador for iconic French champagne purveyor Moët & Chandon, tennis player Roger Federer kicked off his new role with a slick photo shoot with fashion photographer Patrick Demarchelier. Federer will be at the center of the brand's new advertising campaign, set to launch in March 2013. To initiate buzz about the partnership before the announcement at the end of November 2012, Federer posted a tantalizing teaser image from the shoot on his Facebook page—where he has more than 12 million fans—and asked people to guess what it was for. Moët also sent an email blast to its customer database and posted behind-the-scenes videos to its Facebook page.

The Data: Moët also posted teasers leading up to the actual announcement, which garnered about 1,500 likes. The brand told Marketing—Direct Marketing News's U.K. sister publication—that its contract with Federer will last for at least the next three years.

The Channel: In addition to Facebook, Moët used YouTube to spread the word.

The Creative: A video of the photo shoot featured an exclusive track from French house music DJ Bob Sinclar.

Customer View: Facebook comments were mostly from women: “Fantastic choice! Real men drink champagne!” Another wrote, “Dear Santa, I've been such a good girl…could you possibly bring me a bottle of M&C and lovely Roger for Christmas…pretty please?”