Most brands are happy to get a celebrity endorsement (even when it’s fairly incongruous) as long as it raises awareness of the product. And, thanks to Prince Willy the Charming (and his dutiful media army), the profiles of such things as brand New Zealand, Kia Kaha clothing,  Monteith’s New Zealand lager, over-budget legal buildings, barbecue culture and little spotted kiwis are now most definitely on the rise overseas.