Arnold Schwarzenegger teams up with Lidl as the ambassador for its Parkside DIY tool range, marking a notable collaboration with the German discount retailer.
- The Hollywood icon and former California governor appears in adverts to promote Lidl’s Parkside DIY and home improvement brand, which offers over 100 products.
- Schwarzenegger has previously engaged in campaigns focusing on sustainability, including a notable collaboration with SodaStream to combat plastic waste.
- Lidl’s Parkside brand emphasises inclusivity in DIY, aiming to reach enthusiasts who enjoy repairing, building, and gardening.
- This partnership coincides with Lidl’s 50th anniversary, celebrated through various events under the slogan ’50 Jahre mehr als günstig’.
- Lidl has a history of celebrity collaborations, including partnerships with Paris Hilton and Christina Aguilera.
Arnold Schwarzenegger has joined forces with Lidl to serve as the new brand ambassador for the retailer’s Parkside DIY tool range. This collaboration involves the Hollywood star and former governor of California starring in a series of advertisements to promote the range, which is known for its wide array of over 100 items, including tools, gardening equipment, and accessories. Schwarzenegger’s involvement highlights his connection to his early career as a bricklayer, which resonates with the Parkside brand ethos.
In his promotion for Parkside, Schwarzenegger stated his motivating philosophy, “You got this – that’s exactly my attitude. You have to believe in yourself, that’s why I’m a Parksider.” His partnership involves appearances in television and social media campaigns, illustrating a strategy to reach a broad audience through diverse media outlets. This marks a continuation of Schwarzenegger’s public advocacy for various causes, including his prior collaboration with SodaStream, which aimed to reduce plastic waste within businesses and consumer habits.
Lidl promotes its Parkside range as accessible to everyone, seeking to reach all individuals who enjoy engaging in DIY activities, such as constructing, repairing, or gardening. This aligns with the brand’s inclusive philosophy that DIY should be approachable and affordable for all.
The partnership with Schwarzenegger is strategically timed to coincide with Lidl’s 50th anniversary. As part of the celebrations, Lidl is conducting numerous events under the banner ’50 Jahre mehr als günstig’, underlining a half-century of offering more than just low prices.
Lidl has a longstanding tradition of celebrity partnerships, having previously collaborated with figures such as Paris Hilton, Christina Aguilera, Rita Ora, and Heidi Klum for various marketing campaigns. This reflects a consistent strategy to leverage celebrity influence in promoting its brands and reaching varied consumer demographics.
The strategic alliance between Lidl and Arnold Schwarzenegger underscores the company’s commitment to broadening the reach and appeal of its DIY offerings while celebrating its rich heritage and anniversary.
