Coffee Machine Maker De’ Longhi Hires Brad Pitt in Global Drive

Italian coffee machine manufacturer De’ Longhi has hired Oscar-winning actor Brad Pitt as its new brand ambassador, the company said in a statement on Thursday.

De’ Longhi’s shares rose close to the session high after the announcement and were up 1.9% at 39.48 euros as of 3:41 p.m. in Milan trading.

The company, which makes specialty coffee and espresso machines as well as other appliances, picked the Hollywood star for the launch of its first international advertising campaign. Home coffee machines have been a growth driver for Treviso, Italy-based De’ Longhi in recent years.

Italian brands are increasingly resorting to popular icons to grab consumers’ attention. Early in April, shares of luxury shoemaker Tod’s spiked after it appointed popular fashion “influencer” Chiara Ferragni to its board of directors. 

As De’ Longhi’s ambassador, Pitt follows the steps of fellow actor George Clooney, who has long been associated with Nestle SA’s Nespresso brand.

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