Celebrities In The Suburbs – Katy Perry and Julianne Hough are MAJOR features in the Proactiv self-service Kiosks now found in local malls across the country. Proactive has effectively built its brand on Celebrity Endorsements with stars like Katy Perry, Avril Lavigne, Julianne Hough and Jenna Fischer. The brand is so reliant on these celebs that their messaging doesn't even have to be relevant to the product. The above tag line, "I'm not polite, I'm Proactiv," doesn't speak to the benefits of the product at all. In fact, it is more relative to Perry than Proactiv. Despite this disconnect between the brand and talent, the unmanned kiosks are a great new distribution strategy. Are sales people becoming obsolete in the new information age?
Celebrities In The Suburbs is a new series that takes a look at the stars you see on the screen and stage into your local mega malls and chain stores. This post is highlighting Rachael Ray as her lunch totes Occupy Costco. Not a surprising find, considering the cooking daytime diva has over 130 products for sale on QVC and traditional retailers like Kohl's. Costco is featuring the Rachael Ray Design Collection lunch tote for $15.99. What a "hot" deal.
Over 70% of the New York Times BEST and WORST advertisements contained Celebrity Endorsements and over 85% contained some sort of entertainment slant. Admittedly, the sample sizes are not large (only 7 ads were reviewed), but it is telling how important celebs are to get attention and notoriety for brands. As The New York Times states "…borrowing star power was a popular tactic during a year in which economic uncertainty made advertisers try especially hard to woo customers." Duh.
A quick round up from the New York Times article Best and Worst List with Celebrity Pitch Commentary (only spots with Celebrity Endorsements are included):
CHEVROLET – Featured the Glee cast singing the car company's classic jingle “See the U.S.A. in Your Chevrolet.” The spot also ran during Glee – great show/celeb integration, much better than anything Ford and American Idol ever produced.
CHRYSLER – Eminem introduced the "Imported from Detroit" tag line- believable and even heartwarming from Detroit's most popular rapper. Go Detroit! Buy American!
FIAT – Jennifer Lopez driving a Fiat was probably the most hated Celebrity Endorsement ad of 2011. No brand alignment, no relatability and when Fiat tried to fix it, Lopez shot a new ad in LA, not New York. Worst brand introduction this year.
GROUPON – The use of B-List celebs like Cuba Gooding Jr., Elizabeth Hurley and Timothy Hutton should have been a bright sign that these ads just shouldn't have been on air…especially during the Super Bowl. They only ran a few days and were then buried under BAD Celebrity Endorsements.
STELLA ARTOIS Actor Adrien Brody sang a song in a jazz club. It was an OK ad, not bad integration, but not sure why it happened and don't think it was very effective.
This one's been around awhile, but I've been meaning to mention how great the spot is. Green Bay Packers' Quarterback Aaron Rodgers is the latest star in State Farm's growing vault of Celebrity Endorsements. From the State Farm YouTube site:
When quarterback Aaron Rodgers scores, he does this now-famous touchdown move. Strangely enough, when a State Farm customer scores a discount through State Farm's Discount Double Check™, they celebrate in a very similar way. Who owns that move? You decide. Then get your Discount Double Check™ today!
Rodgers definitely owns that move – it is his signature move, it was dubbed "Championship Belt" by his team, and it is a point of celebration on the field. This is great integration of a signature move. I also like how the ad takes note of Aaron Rodgers' good-natured personality as the insurance buyers take slightly humorous jabs at the superstar athlete.
Good brand building for both State Farm and Aaron Rodgers.
Loving the Holiday Season with Demi Moore and Ann Taylor. The ads are stunning, and Demi is a perfect face for the brand. She's a woman who has rediscovered her beauty and sexuality at an older age – while conveying an ultimate sense of style and class. Great message to convey to the Ann Taylor target consumer.
Aspirational – Yes
Beautiful – Yes
Classy – Yes
Way to go Ann Taylor and Demi. Job well done.
The latest edition of GQ Magazine ranks Pitbull as the 22nd least influential person alive. I’m not sure where GQ gets its stats, but here are 5 reasons that Pitbull should be considered INFLUENTIAL:
- With over 13 million "likes," Pitbull is the 50th most popular celebrity on Facebook.
- With over 2.4 million followers, Pitbull is the currently the 122ndmost popular celebrity on Twitter.
- Pitbull's rolodex of impressive Celebrity Endorsements includes: Dr. Pepper, Voli, Kodak and Sheets.
- Pitbull's songs are regularly on the Billboard top 100 chart.
- Pitbull collaborates with acts like T-Pain, Chris Brown and Marc Anthony.
Seriously GQ – how is this dawg not influential?
In the latest spot for the Assassin's Creed video game we see another example of a recurring theme – celebrities from other industries (e.g. sports, movies, TV) are taking center stage in Video Game Marketing. (See Steve Nash, Hope Solo, Landon Donovan, Tim Lincecum PLAY and Jonah Hill and Sam Worthington Kill It In Call of Duty: Modern Warfare 3 Ad). The spot "stars" – I use the word "stars" loosely since they are only putting on hoodies – the following:
BJ Penn – MMA Champion
Adrian Peterson – Vikings Running Back
Derrick Rose – Bulls Point Guard
The spot’s integration is so simple and clear that it’s effective. The use of celebrities from other industries in Video Game marketing is amazing – I hope to see more of it, but not too much that it loses its effectiveness.