SPAR Austria, Pierce Brosnan & Premium Private Brand

Former James Bond star, Pierce Brosnan, has extended his six-year-long collaboration with SPAR Austria as the face of their premium private brand, SPAR Premium.The latest TV commercial featuring Brosnan was shot on a luxury yacht liner in Marina del Rey, Los Angeles, reflecting the

The latest TV commercial featuring Brosnan was shot on a luxury yacht liner in Marina del Rey, Los Angeles, reflecting the glamor and gloss typical of the private brand. The advertisement was launched in Austria on December 1st to good reviews.

Brosnan has been the face of SPAR Premium since 2010, helping to boost its image as a luxury private brand. The range has grown steadily over the years and now comprises more than 340 products, with sales up 21% in 2015. Today, SPAR Premium is one of the most successful product ranges in the Austrian retail market.

Brosnan, who was recently awarded with a European lifetime achievement award in film, is the perfect fit for SPAR Premium. Commenting on his continued collaboration with SPAR, Dr Gerhard Fritsch, Head of Marketing at SPAR Austria said: “We are delighted that Pierce has decided to continue his partnership with us. He is one of a few true gentlemen actors and embodies style, class and luxury, the same values that SPAR Premium stands for. The Hollywood star is a fan of SPAR Premium and is 100% convinced of its quality.”

SPAR has used actors and stars like Pierce Brosnan in its own brand advertising campaigns for many years. “The fact that a movie star like Pierce has chosen to extend his long-term partnership with SPAR is proof of a good and solid relationship,” concluded Gerhard Fritsch.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.