Celebrity Endorsements

As mentioned yesterday, I was looking through some news online a few days back and come across an article (full article available here where a celebrity/ company have cut ties from their agreement. In this case a comedian (Magda Szubanski) who was “hired” as the face of Jenny Craig in Australia.

To Madga’s credit over the course of two years she lost an incredible 36kgs starting at 121kgs to 85kgs. From the report it states that Szubanski was no longer required because she could not lose upwards of 30kgs quick enough. This was just after having a new contract for six months.

While Jenny Craig have reported a spike in new customers, I was thinking….Do Celebrity Endorsements come in to your thought process??

What is a celebrity endorsement….?

A form of brand or advertising campaign that involves a well known person, using their fame to help promote a product or service. Manufacturers of perfumes and clothing are some of the most common practices of classic celebrity endorsement techniques, such as television ads and launch event appearances, in the marketing of their products.

Are there any benefits of a Celebrity Endorsement?

While I wouldn’t buy something based on who’s face or name is attached to it, there are times where they do work for the company. For example, prior to having Michael Jordan being a Nike supporter, Nike only worked with Tennis and Track athletes. From there the Nike/ Jordan relationship has grown in to the powerhouse it is today….even with Jordan no longer being involved as a player.

Another way it works (or meant to work) is brand recognition. How many times have you remembered the celebrity rather than the product/ company when it comes searching for what you are looking for.

On the flip side it can be a detriment to the company. Without having to think, 2009 and the publicity of Tiger Woods and his wrong doings come to mind.

Within weeks of this happening Tiger and the companies he was endorsing (mainly from the companies point of view) part ways. These were the likes of General Motors, Gillette, Accenture and Gatorade. While Nike stuck with Woods, there was some negativity towards the company and Golf in general took a hit with him not being on the PGA Tour for some time.

In my opinion I don’t go out and seek items just because they are endorsed by my favourite sportsmen and women. I make selections based on what I want out of a product and how it can best help me. Not by the fact that said celebrity is being paid an exorbitant amount of money to have their name associated with.

I mean when I started this weight loss process, it wasn’t because Mel B (former Spice Girl) began her journey with Jenny Craig. It was because I needed to work at losing weight not only for me, but to be the best father/ role model I could be for my children.

Feel free to leave your input in the comments section on if/ why you would/wouldn’t use a product or company due to who that have endorsing this.

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