If you’re working with a celebrity endorsement on a brand, how far should the celebrity endorsement go and ultimately which is more important the brand personality or the celebrity personality?
You could argue that a brand should pick a celebrity that matches its key values and. That would make the most sense as you are then adorning your brand with attributes that support what you want to say an how you want to say it.
Have a look at this example from Gordon,‘s partnership with Maya Jama. It’s probably fair to say that all Gordon’s assets have been diluted in favour of the celebrity endorsing the product. Whilst this may only be a limited edition, this departure does tend to work against the brand that it’s meant to be supporting.
Whilst Gordons may not be steep in high end quality there is a certain pedigree and heritage that should still be respected and I feel in this instance it’s moved it too far over to an alco-pop from the early 90s. Probably not the intention.
So if you’re picking a celebrity to endorse your brand, make sure you don’t dilute your assets in favour of theirs. Also, make sure both share the same personality so that the elements work in harmony rather than contradict.
#Marketing, #Design, #Branding, #Packaging
