What do Lily Allen, George Clooney, Gary Lineker and Iggy Pop have in common? The answer is that they have all used their celebrity status to promote everything from clothing to car insurance.

Celebrities from rock stars to actors and sports stars to models have attached their name to a brand or product, and celebrity endorsement is as prevalent as ever. Here at Core, we decided to delve deeper into the relationship between celebrity and brand from a marketeers perspective.

Utilising the power of a famous face is nothing new, and even the homemade ‘medicines’ of a century ago were supported by the stars of the time.  However, it was in the 1920’s with the growth of consumerism and the modern media that celebrity endorsement began to be used in the way that we are used to. 

“Celebrity endorsement can be a powerful tool, and Lady Gaga’s appointment as Creative Director and the new face of Polaroid has arguably bought the brand back from the brink.”

Using a well known face to promote a company or brand can greatly increase consumer awareness. This is largely because a celebrity is far more memorable in a world where we are bombarded daily with advertising messages. Celebrity endorsement can be a powerful tool, and Lady Gaga’s appointment as Creative Director and the new face of Polaroid has arguably bought the brand back from the brink.

The right celebrity tells the consumer that the product or service is reputable by instantly elevating its status in the market. However, the wrong celebrity can damage a brand and indeed the celebrity’s status.  For example, Kate Moss for Topshop has boosted sales at the high-street store and caused a stampede when it was launched in 2007, while Iggy Pop’s association with Swiftcover was criticised when it was revealed that the company did not insure musicians.  

“The right celebrity tells the consumer that the product or service is reputable by instantly elevating its status in the market.”

The chosen celebrity has to be somebody that the brand’s target audience can identify with. The indie kids that idolise Lady Gaga probably already have an interest in art and photography, hence the appropriateness of the union. Kerry Katona, one time ‘mum of the year’, was probably a good choice for Iceland when she was first appointed. A few years down the line and a cocaine scandal later, the association doesn’t seem quite so fitting.

“A star in the ascending may be a great choice while they’re riding high, but when that star falls it’s a long way down.”

And therein lies the problem. A star in the ascending may be a great choice while they’re riding high, but when that star falls it’s a long way down. The pairing of brand and celebrity can benefit everyone if the fit is right, but if the balance shifts you could be in for a rocky ride. You need only look at Tiger Woods to see how fast companies must act to drop a celebrity caught up in the murky waters of scandal.  

Brands are carefully built up over decades but celebrities come and go. There’s no doubt that celebrities can bounce back from scandal (see Kate Moss), but the worry is that your brand may not necessarily bounce back as quickly.

We want to hear what your favourite endorsements are. Why not leave us a comment?