Pepsi launched a four part campaign which saw Jackson chased down by the paparazzi and fans. The adverts differed from previous editions by ramping up the Pepsi references throughout.
The advert was soundtracked to Bad and had Jackson singing about the Pepsi brand. The advert featured various visual elements taken from his Dangerous album cover. The advert is shot like music video and was heralded at the time for being one of the most elaborate ever filmed. The advert starts with a mix of old stock footage of the Jackson family. The commercial was not shown in the United States and was the last Pepsi commercial starring Jackson.
Headphone range Beats by Dr Dre is to launch its first television campaign in the UK as it looks to exploit the surge in interest in the brand sparked by its ambush marketing stunt at the London Games. Fashion retailer French Connection is launching an autumn ad campaign with content tailored to specific stores in a bid to revive sales after revenue plummeted in the first half of the year. Accor Hotels Group is launching its first ever UK TV advertising campaign to mark the ongoing rebrand of its ibis economy hotel chains, as it looks to take on market leaders Premier Inn and Travelodge.
Roy and Moorthi concluded that the personality dimensions proposed by Aaker are reliable and valid when applied to both the celebrity and the brand. Roy and Moorthi also found that celebrity endorsements support the Meaning Transfer Model McCracken, if the personality of the celebrity is considered to be part of the meaning, which is transferred. Celebrity endorsement is one of the most popular and successful ways of marketing and brand building today.
It is easy enough to pick a celebrity to promote a brand; the difficult part of the endorsement is establishing an association between the product and the endorser. Mukherjee looked at the relationship between celebrity endorsements and brands and the impact of the endorsement on buying behaviour of the consumer. As a result a point model was proposed for use of brand managers when it comes to selecting a celebrity endorser, which Mukherjee states as being the foundation for a successful celebrity endorsement.
The 20 attributes of effective celebrity endorsement are pictured below. Celebrity endorsement is widely used by companies today to help promote their brand, however a company should not just use any celebrity and hope that it will work. The research outlined above suggests that it can be a long and difficult process in order to have a strong association between the celebrity and the brand.
The purpose of the celebrity should be to retain the current consumers and appeal to new ones. If the brand and celebrity are not properly matched then it may produce a negative image for the company and its brand. You are commenting using your WordPress. You are commenting using your Google account. You are commenting using your Twitter account. You are commenting using your Facebook account. Notify me of new comments via email. Notify me of new posts via email.
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