Brasil Pack Trends 2020

BrasilPackTrends2020 136 aesthetics and identity The obsession with celebrities is typical of the fashion and media world, but has become an effective tool in the advertising of foods, beverages and cosmetics. Examples like that of British chef Jamie Oliver, who, after his successful television show has his own line of products, and of so many others like Ferran Adrià, Nigella and even those who are successful in Brazil, like Olivier Anquier and Claude Troisgros, showing the influence of a celebrity in sales of products (Figure 5.54). FIGURE 5.54 Products endorsed by famous chefs Source: Press Release Products endorsed by celebrities provide instant credibility and branding, but there must be harmony between the famous person chosen and the target audience and the product or brand. Some aspects that guide this compatibility are: the celebrity’s values, costs involved in the use of image acquisition, correspondence between the celebrity and the product, popularity, availability, reliability, if the celebrity is a consumer brand, profession etc. Celebrities are certainly a good way to generate positive attention in relation to advertising and often compensate for a lack of innovative ideas (KATYAL, 2012). A company that consistently associates the product to the image of a celebrity is Pepsi, which has had representatives like the NBA star (American basketball) Shaquille O’Neal and singers Beyoncé, Britney Spears and Mariah Carey. Other examples are sports brands Nike and Reebok, which had Tiger Woods and Venus Williams as representatives, respectively. The cosmetics segment has used much of this resource to attract the attention of consumers. This is the case for the famous MAC Cosmetics, a makeup manufacturer highly regarded in the fashion world and showbiz stars showing the Viva Glam line, associated with the image of some iconic celebrities like Lady Gaga and recently Nicki Minaj. In the Viva Glam line, the colors are unique and the package contains celebrity autographs (Figure 5.55). In Brazil, top model Gisele Bündchen launched the cosmetics brand Sejaa appealing to the use of natural ingredients, calming fragrances and packages made from recycled paper (Figure 5.55). FIGURE 5.55 Packages of products endorsed by celebrities Source: Press Release Celebrity Endorsement