Endorsements may increase a consumers desire for a product by using a celebrity that is considered successful, talented or attractive at least because of the product. In 2013 there has been an increase in the amount of famous celebrities being given in-house job titles rather than being paid to be the face of a brand or product.
Brands are important company assets. Advertisers need to select celebrities who represent the image and promise of their brands.
Marc Jacobs Diet Coke bottle collection, celebrating 30 years since the brand was launched
Marc Jacobs is Diet Coke’s latest high-profile designer, Beyonce is collaborating with Pepsi and H&M adverts including a fund to support her own creative music debuts which may not be related to the drinks brand Pepsi.
Beyoncé at a Pepsi photo shoot in October. The images will appear early next year as life-size cardboard cutouts in stores
Beyonce’s relationship with the Pepsi brand began ten years ago and has gained a depth of experience of understanding the brand and its consumers. Surely choosing Beyonce as a creative director seems logical.The multiyear campaign is estimated at £33 million, the bulk of it for media placements and promotions around the world, and the remainder split roughly equally between Beyoncé’s fee and what Pepsi calls a creative content development fund. But is the multi-Grammy award winning singer really qualified for the job?
David Beckham’s involvement with Adidas as a main endorser for the brand in 2003 was worth $160 million dollars. He gains a percentage of the profits made from the sportswear. Adidas believe celebrity endorsements are profitable ‘they claim that Beckham sells more Adidas stuff on his own than all of the other endorsers combined’.
Celebrities chosen to endorse products are almost always in some way linked to the product or service being sold. For instance, David Beckhams advertisement for Adidas as he is a famous footballer who is ideal for advertising this brand.
It takes years of dedication and experience to hold a director level position that requires qualifications and specialist training. Is it fair to allow celebrities to be taken to this level by using their status as a platform to increase company’s sales?
If celebrities are participating in the actual process of marketing the product or service. This isn’t typically classified as celebrity endorsement. Take for instance Rihanna. River Island insists that appointing singer Rihanna as a designer for a clothing collection, has gained her more respect than simply having her model its outfits. Marketing director Josie Roscop explains: “Rihanna wants to be taken seriously as a designer and that would have been misconstrued if she had modelled the collection.” It may also have been very expensive to hire the pop sensation to do so. Instead the advertising campaign features several high-profile models. Similar to Victoria Beckham, she too is keen to make a name for herself in the fashion circuit and has won appraisal for her ‘clean cut tailoring and attention to detail.’
Can celebrities bring more to a business than just a platform? Celebrities can play a valuable role in developing brand equity and enhancing a brand’s competitive position however good advertising and marketing stand on their own. Just because an advertisement is incredibly popular that doesn’t mean that it is always effective with consumers. Brands shouldn’t have to feel pressured into having to spend a lot of money on a celebrity. Instead, they should be charging their agencies with creating adverts that have a strong, watchable creative message
Written by Elizabeth Boyes.