Swarovski Taps Supermodel to Help Everyone Learn How to Say Its Name

Pronunciation of brand name is on the mind of many Googlers, as it turns out.

Swarovski announced that it has enlisted supermodel Karlie Kloss as its new brand ambassador to help the luxury crystal maker with a unique marketing campaign. Yelena Aschberger, (delete “the”) Swarovski’s VP of digital communication, says that “we learned through Google search insights that the pronunciation of our brand name is actually in the top three global search topics for Swarovski. We saw this as an opportunity to address the question that many have on their minds.”

To that end, Swarovski produced the below video – which is already approaching 900,000 views – featuring Kloss in which she learns how to pronounce the name herself. The brand’s #HowYouSayit social campaign will encourage participants to share a video pronouncing the name on Instagram. Swarovski will then compile the videos at swarovs.ki/HowYouSayIT as an inclusive way to help fans master the pronunciation.