Movie superstar Julia Roberts has been signed up to become the face of Lavazza as the battle for sales in the lucrative coffee machine market intensifies.
According to The Guardian, Roberts is thought to have been paid just under £1m to appear in an ad for Lavazza’s A Modo Mio capsule machine, which will be shown in Italy over Christmas.
Roberts has been chosen as Lavazza’s answer to George Clooney, who endorses Nespresso’s capsule machines. Nespresso is reported to be Nestle’s fastest-growing brand, with annual sales growing at an average of 30% over the past 10 years – and worth £1.8bn last year. It has 7m club members around the world who regularly buy capsules.