What is Celebrity endorsement

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In recent years, celebrity endorsement has emerged as one of the most popular marketing tactics used by businesses (Kapferer, 2012). In order to communicate with the bulk of the target market about the company's products, they have worked with celebrities. Through these endorsements, celebrities have portrayed the brand's face and image, helping the companies become connected with their reputation. Because of this, companies need to be extremely careful when choosing certain celebrities to promote their products. Given the position to choose celebrities whom I would use for particular product endorsements, Sean John Coms often referred to as P.Diddy would market the Pepsi diets. Jennifer Lopez would endorse drinks such as regular Pepsi. I would settle for Lionel Messi to market diet coke, Bill Cosby for coke classic and Michelle Kwan to endorse sprite. It is for the following reasons that I settled on the celebrities mentioned above.

Jennifer Lopez is famously known for her music and is a well-reputed musician who has in the past kept close association regarding her career and not featured in any Scandal that would taint the image of the company. Alongside her exemplary conduct, she has a huge following in social media as well as massive fan base who she easily influences through her music. She would efficiently market regular Pepsi. Lionel Messi, on the other hand, is a world known footballer. By letting him endorse diet coke, he would be sending a message to all the sports people including his fans that the drink is healthy and nutritious for the body and growth. Bill Cosby has a reputation of a family man. In this case, he would endorse coke classic which communicates the theme of happiness and togetherness. His large fan base would understand that coke is the source of a happy family and it brings joy to everyone who consumes it. The fact that sprite often gets associated with sports, Michelle Kwan who is an Olympic ice skater and a global celebrity would help market the product.


Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.

April 13, 2023

Culture Life Business

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