Celebrities are
great salesman. The consumer associates a product with a celebrity. That
association creates the desire of the product for the consumer. They believe if
the celebrity uses it then I want to use it too. These celebrities don’t have
to be incredibly famous, they only need to be recognizable to the target
audience.
One company that
often uses celebrity marketing is pistachio. They have gone from using
celebrities such as Snoop all the way to using Emoji’s to market their product.
However, all of these celebrity forms have worked for them. They all work
because they are all familiar, have relevance, esteem, and differentiation. Use the ad below to see how they use each of these aspects.
Both of these
commercials have a familiar celebrity. Everybody uses emoji’s and knows what
they are. As well, Snoop has made a name for himself and has become a face the
public easily recognizes. Although most people wouldn’t initially be able to
see a relevance between an emoji and pistachios, the commercial shows and tells
you how the emoji does it. This creates the relevance between the product and
the celebrity. Esteem of the celebrity represents the name and reputation that
particular celebrity holds. For both examples, it is important to maintain a
positive reputation. Finally, how do these celebrities differentiate from other
celebrities used in marketing a product? Many celebrities are used over and
over again marketing handfuls of different products. Sofia Vergara has
represented Cover Girl, Head and Shoulders, and diet Pepsi. I believe pistachio
is using differentiation well by choosing celebrities that can be uniquely
represented by their brand. Personally, I have never seen a commercial that
uses an Emoji as a celebrity marketer, which allows the pistachio brand to
stand out. Overall, pistachio is using celebrity marketing to its advantage.
By: Sydney Smith
No comments:
Post a Comment