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The celebrity vampires the product
Unless the celebrity's values, the category benefit and the brand values are closely linked, there are chances that the celebrity is remembered more than the brand he is advertising for. And in a celebrity clutter, the chances that the brand and category can be remembered become even more difficult for the average consumer.
Pepsi and Lux tend to use multiple celebrities in an attempt to overcome this.
The celebrity trap
If the brand has done even moderately well after the break of a celebrity campaign, it becomes difficult to separate the role of message and the role of the celebrity in selling the brand. And hence, the celebrity becomes an addiction for the marketing team. And the task to find substitutes becomes more and more difficult. An effective way to avoid this is to have different execution formats - one with celebrity and another without. But this approach has several complexities and the broader meaning of the brand would have to be studied in-depth before it could be attempted.
Concluded.
* Contributed by -
Bhawna Sikka & Vaibhav Hari,
PGDBM 2006,
IMT, Ghaziabad.
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