By: Mark Sampang Valerie Fry

Boost FactorAdds personality to the productInstant glitzGlamourCharmSex-AppealAspiration for the consumer

Boost FactorEx) Fern Britton – Ryvita’s Minis and

Crispbreads / Bikini Fit Challenge. Promoted healthy eating, exercise, and

weight loss Well-known, well-liked, great sense of

humorCandid, open, honest, respected by

Ryvita's target market

Bust FactorNegative Media:

Ex) Gastric band operation to help her lose weight two years earlier

Result: Loss of credibility and trustRyvita was still supportive

Bust FactorEx) Sharon Stone – Dior

Negative Media:Ex) Interview stated she believed China's

earthquake was “karma” for the way they have treated Tibet

Result: Dior pulled all ads in China featuring her

How to Choose a Celebrity for Your Brand?

Personal story fits the brandCredibleBelievableNatural to the productConnects with consumersCreates aspiration

Ex) Melanie Brown– with lingerie manufacturer Ultimo She got herself back into shape after having her second

babyGenuine aspiration for Ultimo's consumers

How to Choose a Celebrity for Your Brand?

Ex) P Diddy – Sean John Unforgivable with Estée LauderCredibilityAspirationalSexyGlamorousAchieved top sales position when launched

Why do brands put themselves at risk if celebrity lifestyles are scrutinized and exposed in the

media?

Any Questions?

Work Cited http://www.independent.co.uk/news/media/the-boost-or-bust-factor-of-celebrity-endorsement-89001

0.html (Article)

http://www.independent.co.uk/news/media/the-boost-or-bust-factor-of-celebrity-endorsement-890010.html?action=Popup (Fern Britton Pic)

http://shanghaiist.com/assets_c/2009/09/sharon_stone-thumb-306x450-437870.jpg (Sharon Stone Pic)

http://www.youtube.com/watch?v=Vc3BlOTFfiQ (Sharon Stone Dior) http://www.zimbio.com/pictures/edZShjWHmYA/

Melanie+Brown+Catching+Flight+Heathrow+Airport/1VXjhjqWO4p/Melanie+Brown (Melanie Brown Pic)

http://amythibodeau.files.wordpress.com/2007/10/unforgivable_woman.jpg (P Diddy Pic) http://www.youtube.com/watch?v=EzUpy4MMNho (Unforgivable Ad)