Oct
20
The Wonderful World of Celebrity Endorsements
October 20, 2008 | Tagged Auburn, celebrity, endorsements, student | 1 Comment
Media is full of Celebrity Endorsements. Celebrity endorsements have been happening in the media for a very long time. Hiring a celebrity to promote your product is a very healthy thing to do for your company and a very good public relations move.
So many stars have done celebrity endorsements. We all know about the George Foreman Grill, it is supposed to be top of the line. Carrie Underwood has done endorsements for Sketchers. Recently P Diddy has been doing commercials for Burger King. There are multiple celebrity endorsers for Pepsi including: Jeff Gordon, Brittney Spears, Ray Charles, Pink, Beyonce, Jennifer Lopez and Jackie Chan just to name a few. Even our own celebrities, the Auburn Football Team, are promoting the famous sports clothing, Under Armour.
Probably, one of the most famous brands using celebrities today is the acne skin care system, Proactive. Proactive has gotten tons of celebrities to promote their product. Jessica Simpson, Kelly Clarkson, P Diddy, Jennifer Love Hewitt, Venessa Williams, Ryan Sheckler, Serena Williams, Lindsay Lohan and there are still many others. This is a very interesting campaign in using celebrity endorsements. Proactive gets so many A-list stars to promote their product; it is not like Proactive is getting the lowest celebrities on the totem pole. I think this is one of the reasons that Proactive has been so successful. It seems like every month there is another A-list star that has joined the Proactive bandwagon.
I think one of the reasons that this campaign has interested me so much is because I bought into the whole celebrity endorsement thing. I first tried Proactive when my mom bought it for me for Christmas. It did not seem to work for me after using it for a couple of months, so I quit using it. Later, seeing all of the celebrity endorsement for the product, I wanted to give it another try. I thought to myself, “I guess I used it wrong, if Jessica Simpson is promoting it then surely it must work.” So I bought it for a second time and again I was dissatisfied with it.
It just makes me wonder sometimes if these celebrities are telling us the truth when they are trying to promote a product. I am not saying that Proactive does not work for anyone; my sister uses Proactive and swears by it. I just sometimes wonder how much money plays a factor in getting an A-list star to promote a product. Even if the product actually worked for Jessica Simpson, would she be willing to promote this product for nothing because she believes in it that much?
Even though celebrity endorsements tend to help in promoting a product, companies need to be careful. A celebrity endorsement might get a person to buy a product, but it is not going to keep that person buying the product if they are not satisfied. Companies also need to be careful about who they choose as their celebrity endorser. If that celebrity does not have a good image or reputation, then the company could actually suffer.
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[...] and it probably has inspired many people to purchase proactiv. As Annie McGilvray said in her pr blog, if the celebrity really liked the product that much, would they promote it for [...]
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