When was the last time you bought anything simply because a celebrity endorsed it or was the official spokesperson? If you’re anything like me, probably never. The millions possibly billions of dollars spent on celebrity endorsements would be better spent producing better products.
Personally, I would like to think that consumer awareness is at an all time high, and most purchasing habits are not influenced by a celebrity who has been paid beaucoup bucks to hawk everything from cars to underwear, fast food and soda pop.
Wouldn’t most of us buy underwear anyway? Feel free to answer any question in the comments. Hanes or Fruit of the Loom – six in one hand, a half dozen in the other. It doesn’t matter. I don’t feel closer to Michael Jordan when my husband wears a Hanes T and I sure as hell don’t feel
“Like Mike” on laundry day.
Whenever I choose to “Eat Fresh” at Subway I’ve made that choice because I wanted a healthier alternative that wasn’t very expensive. It had nothing to do with Billy Blanks, Rachel Bilson, Michael Phelps, Laila Ali, Michael Strahan, Natastia Liukin, John Cena, Blake Griffin, RG3 and countless other athletes and cover girls. In my opinion, Jared will have more of an impact and be more influential than any sports celebrity or model. Come on…this is a guy who lost 245 pounds eating Subway and has kept it off for 15 years. Which is more effective? You tell me.
I’m not saying all endorsements and spokespeople are a complete waste, but I think most consumers are smarter than they give us credit for.
Open Rant to Pepsi
I’m a product of the Cola Wars: The Taste Challenge, The UnColas, The Choice of a New Generation and the Diet Cola Death Match. I really thought that after all these years, it was over. Number 2 or 3 or 4 you finally realized that no matter who you say drinks your product if the majority thinks it tastes like crap, you have just thrown more good money after bad.
My best advice to you will be to hold a focus group; find out what your customers and potential customers would like you to change. Improve your product – then create a top-notch million dollar marketing campaign to reinvent yourself and promote it. You don’t pay Beyonce $50M with hopes that “if her fans like her music, they’ll buy our soda”, ‘tweeners maybe, but not the masses if it has a taste they dislike.
I understand that you do not want to change the formula and lose your current customer base, but you should definitely know by now that this strategy does not work.
Trust me. I’m sad to say it, but the Michael Jackson era is gone.
Did you even think about the billions of non-Beyonce fans who hate your product? Apparently not. Don’t get me wrong, you will probably see a slight increase in sales, but we both know that it will be an anomaly; just a superficial surge. It will not be enough to recover your brand. Focus on what do you do and be the best at it – maybe it’s being number 2 or 3 or 4. Be the best number 2 or 3 or 4 you can be!
|Apparently this work in 2004?|
By the way, I’m Jae and I prefer Coke and I couldn’t tell you who their latest spokesperson is or if they have one at all.
I’m Just Sayin’…(Damn!)