Leveraging celebrities with your brand can bring both good and bad. Celebrities have a following…or else they wouldn’t be celebrities! They have the ear of their tribe of followers. The bigger the tribe, the larger the fee for the celebrity endorsement.
Celebrities make news with regularity. However, that news isn’t always good. Think of Tiger Woods’ fall from grace in 2009. His extramarital affair reflected poorly on endorsement deals from Gatorade, AT&T, General Motors and Gillette which got pulled.
A good use of celebrity should make your promotional efforts memorable. The celebrity’s reputation should align well with your brand. At a minimum, there should be a common denominator of similar interests. Maybe the celebrity and your company have a passion for the same non-profit. That’s a good enough platform to build upon.
The SUPER Commercial BOWL BLOG awards the Best Use of Celebrity to Bubly with Michael Buble’.
Michael Buble’ makes the spot memorable because of the pronunciation-play on Bubly vs Buble’. He makes it humorous with the pronunciation of Dave’s name as Da-veh. Buble’ is a classy, traditional performer and aligns well with the sophistication of sparkling water vs soda.
PepsiCo launched Bubly in early 2018 to compete with LaCroix in the sparkling water category in the hopes to target younger consumers with its no artificial flavors, sweeteners, or calories claim. This spot is a winner because it memorably and repetitively puts the product name in the mind of the viewer. Bubly has only been on the retail shelf for one year. The next time you cruise the sparkling water aisle at your grocery, my bet is that Bubly (or even Buble’) will jump off the shelf at you.
Takeaway for Marketers:
Smaller budgets can leverage local celebrities, especially those with non-profits. Evaluate the tribe of the local celebrity. Are they likely prospects for your product? Do your company’s core values align with the kinds of things the local celebrity stands for? The more alignment between organizations, the more powerful the end result. What does your organization bring to the local celebrity’s non-profit? Remember, tying brands together is a two-way street.
The Useless Use of Celebrity Award goes to Planter’s Peanuts with Charlie Sheen.
I actually like this spot. It’s entertaining and nuts are always better than kale chips. But Charlie Sheen adds nothing of significance to this spot. I’m not sure that Alex Rodriguez added much to this spot, either. I’m not a Yankees fan and didn’t recognize him.
Kia has a brilliant response for the Useless Use of Celebrity.
They are giving millions in scholarship funds to www.TheGreatUnknowns.org. Gives you plenty to think about.