Roger Federer becomes ambassador for Jura coffee machines

Jura, the Swiss innovation leader in fully automatic coffee machines, has signed up the world's number one tennis player as an ambassador for Switzerland and internationally. Federer, who is already a Unicef ambassador, will carry the shared values out into the world: performance, precision, prestige and a passion for excellence, according to a press release. Jura is convinced that this step will further strengthen the brand's international profile and make it more tangible through an appropriate image transfer. Federer will appear for the first time in the new Jura image campaign from fall 2006.