The weekly women’s magazine Lisa is starting 2022 with a major campaign for its main edition and entire portfolio (including Lisa Kochen & Backen, Lisa Wohnen & Dekorieren, and Lisa Blumen & Pflanzen) and a prominent brand ambassador in Franziska van Almsick. “Lisa is the biggest brand family in the German-language magazine trade”, says Heike Lauber, Brand Director at BurdaVerlag. “The weekly main magazine, its line extensions and special editions sell around 110 different issues per year. This means that our brand family releases a publication almost every three days. The #andersalsdudenkst (#notwhatyouthink) campaign emphasises the diversity of the Lisa brand and its readership, and we are delighted that Franziska van Almsick will be supporting Lisa as a brand ambassador.”
A former professional swimmer, several-time world and European champion and Olympic medallist from East Berlin, Franziska will be the face of this year’s Lisa campaign, both for B2C and B2B. Franziska’s first TV commercial for Lisa was released this week. Several commercials and print advertisements are planned throughout the year. Franziska will also appear in and write for Lisa on a regular basis. To start with, she will appear on the cover of issue 4, available on 19 January 2022.
“Lisa is for tough, strong women. Lisa always knows what she wants. She is authentic, natural and very honest. She is thoughtful, perhaps a little too thoughtful at times, and gets involved in social issues. She probably has pets and is definitely a family person. She likes to decorate and bake. Like me, she’s probably working on her green fingers. That’s how I would describe Lisa. There’s definitely a bit of Lisa in me too. We are very similar.”
Franziska van Almsick
Following her exceptional athletic career, Franziska van Almsick has dedicated herself to sport and social causes. Among other things, she is vice chair of the supervisory board at the Deutsche Sporthilfe e.V. foundation and is an ambassador for and active supporter of several charitable organisations, including “Laureus”, “Ein Herz für Kinder” and “Tribute to Bambi”. She also writes children’s books (her characters include Paul Planschnase) and has two sons. And she has launched her own foundation, the “Franziska van Almsick Stiftung”, which aims to ensure that all children in Germany learn to swim properly.
“Franziska van Almsick is a perfect and absolutely authentic ambassador for Lisa”, says editor-in-chief Maria Sandoval. “She shares many values, characteristics and interests with our readers, uniting them across their different lived experiences.”
