Celebrity endorsements, CPG Success

Celebrity Endorsements – The Secret to CPG Success

Celebrity endorsements can be a big win for your brand, especially when “little known” celebrities take off and become big stars. It’s a tried and true formula that has brought much success to many different brands.

Just a few years ago, one of my clients wanted to secure some celebrity endorsements for their new product, OraWave. We did some research and lined up a few “little known” celebrities to endorse their product. Little did we know that many of these minor, at the time, celebrities would go on to become big stars.

Even Adweek, arguably the most influential publication in the advertising industry, has recognized the power of relevant celebrity endorsements. Click here to see some recent examples of successful partnerships. 

Successful celebrity endorsements

Check out Rihanna, Katherine Heigl, Kate Walsh, Traci Bingham, James Denton and Tierra Mari holding their OraWave Pink Ribbon Twin Spin toothbrushes in the photo above. None were yet big stars when this photo was taken, but shortly thereafter they hit the big time and found fame. OraWave reaped the benefits of being associated with these up-and-coming celebrities and they increased their brand awareness dramatically.

There are many examples of successful celebrity endorsements: Neil Patrick Harris for Heineken Light, LeBron James for Nike and Sofia Vergara for Procter & Gamble for starters. Who would be your ideal celebrity to represent your brand?

Get started with your own celebrity endorsement

If you’ve got a product you think would benefit from a celebrity endorsement, and a budget for it, let’s talk. I have years of experience in developing celebrity brands and managing both talent and products to bring success and equity to new CPG brands.

Click here to send me an email about your brand and goals for celebrity endorsements. If I believe I can help, I will reach out to you and together we can implement a plan to help you increase your brand awareness with a well-suited celebrity endorsement. 

consumer data, big data

Consumer data and privacy concerns

Are consumers getting more comfortable with exchanging personal information for more individualized online shopping experiences? RetailWire, a leading online discussion forum for the retail industry, recently asked this consumer data question, and I, as a RetailWire BrainTrust member, gave it some thought.

Changes in consumer data collection

During my 40+ years in the retail industry, I’ve seen much evolution in consumers’ shopping experiences. One of the biggest changes has been the incredible impact made by the internet and online shopping. It’s become very easy to collect data on consumers through online searching and shopping. With this data, marketers can make informed decisions that benefit our brands and create personal experiences for our customers. But what do consumers think about the collection and use of consumer data?

Are consumers comfortable sharing personal data online?

I am confident that most self-actualized and stable-minded consumers have adapted to the brave new world of data sharing with retailers. I think resistance today is more two-fold:

  1. I’m in a hurry, and I just want to make this purchase quickly. And I don’t have time to be bothered with sharing my personal information. I’m buying groceries, not a new home or car.
  2. I don’t want to give you all of my personal data because I don’t want your junk mail. And I don’t want you selling out my personal data to other firms that will send me mail I do not want.

If retailers and their data partners can give assurance to consumers about how the data will be used, and not used, I think there will be less resistance. What do you think? Leave a comment below!

For more insights on this topic from other RetailWire BrainTrust members, be sure to check out the original post, “Are data sharing concerns still holding back true personalization?” If you want to stay on top of what’s going on in the retail world, and you’re not regularly reading RetailWire, you should be. Click here to sign up for their informative newsletter.