Celebrity Endorsements
Paid or unpaid, good or bad, celebrity endorsements are here to stay. We see the continued value of these endorsements with popular celebrities like Catherine Zeta Jones, Julia Roberts, and Michael Jordan. But look carefully at a recent celebrity duo’s wedding, Prince William and Duchess Catherine.
Their royal wedding created a number of products for the glowing public. Some products were endorsed by the royal family, such as those sold at Prince Charles’ the Highgrove Shop, but most were un-licensed–since royal-inspired products are required to be in good taste. Clothing, shoes, jewelry, and hats worn by the royal couple and those in attendance drew women across the globe to look for similar items.
Plus, what will be the ultimate endorsement value given to the couple’s honeymoon location, the island nation of the Seychelles? Who wouldn’t want to vacation in a location known for sandy beaches, clear waters, and secluded hideaways?
High-profile celebrities with recent scandals may still provide product appeal for consumers. Bad boy Charlie Sheen many be surviving his recent travails. Tiger Woods didn’t lose too many endorsements either.
Charitable Co-Branding
Associating with a charitable cause can b a positive benefit to your brand. Proctor & Gamble’s products help a number of social causes. The P&G Children’s Safe Drinking Water Program uses PUR water systems to help purify dirty and potentially deadly water into clean drinking water in more than 60 countries.
Pampers works with UNICEF to vaccinate women and children against maternal and neonatal tetanus. Plus, P&G is committes to providing disaster relief for such natural tragedies as those that occurred in Haiti, China, and Japan.
Additionally, your entire brand can be based on a charity or social movement. Think eco-friendly. Clorox created a whole line of eco-friendly, natural cleaning products called Green Works, which is in alliance with the Sierra Club.
Yesterday, Once Again
Reinventing past favorites is still popular. Who would have thought that an endorsement from 89-year-old Betty White would make the most popular commercial for the Super Bowl? As the Baby Boomer generation ages, the nostalgia factor can’t be discounted, and should be pursued.
Those who hold licenses for the Rolling Stones, Happy Days, Woodstock, and even Watergate properties should rev up supplies. We’re looking forward to some Tie-dyed shirts and long beautiful hair.