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Brasil
PackTrends
2020
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