Champagne brand Moët & Chandon is ending its relationship with actress Scarlett Johansson and replacing her with tennis great Roger Federer as brand ambassador.
Moët & Chandon, which is owned by Louis Vuitton Hennessy, announced details on Friday of its deal with Federer.
Johansson signed a deal to be a brand ambassador for Moët & Chandon in 2009. The reasons for the split are unclear.
As its ambassador, Federer will take center stage in the brand's upcoming advertising campaign.
Moët & Chandon told Marketing that the partnership is expected to last for at least the next three to four years and that Federer will be "a long-term friend of the house.”
“Federer personifies the glamour of achievement, great generosity, and tremendous style values that have been key to our house throughout its long history,” said Stephane Baschiera, president and chief executive of Moët & Chandon. “As the champagne of victory and an enthusiastic supporter of major tennis tournaments around the world, we are extremely proud to welcome Federer with Moët & Chandon's hallmark hospitality."
In 2010, LVMH reviewed the global digital strategy for its Moet & Chandon range in a bid to boost sales after the recession.
This article originally appeared on the website of Marketing, the sister publication of PRWeek at Haymarket Media.