A challenge related to the complexity of messages is the "risk of information overload". It results from the corporations’ effort to gain more credibility and trust by providing search qualities in form of text and fact oriented advertising. However, facing the information overload of today’s consumers mainly socio-ecologically conscious consumers perceive the fact focused advertising. Enhancing the emotional appeal of Sustainability Advertising can create emotional connections with a larger range of consumers and stimulate their involvement with the product. One of the most common approaches is the so-called: "Ecotainment" – the creation of consumer's involvement by including a celebrity into the advertisement.