I used to think that the worst thing that could happen with celebrity advertising was that people would be so distracted by the celebrity that they would forget to notice what brand they were pushing. Then I started to be concerned about the shill factor when the same celebrities seemed to be selling many products, most of which they didn't even bother to use.
But this week a new possibility emerged -- what happens if your celebrity turns on you?
Amitabh Bachchan, an Indian movie icon, who has been associated with Pepsi for eight years had a change of heart after a school girl asked him "why he was promoting a drink that her teacher maintained was poisonous." Hmm. After some soul searching Amitabh has decided to end his relationship with the brand noting that he doesn't endorse tobacco or alcohol either. Wow. I'm sure that is an association that Pepsi doesn't need. (Forbes, 2014)
So what do you think? Have you ever bought something because a celebrity endorsed it? Do you think the use of celebrities in marketing is a good strategy? Or is it time to find another approach?
Forbes, T. (2014, February 4) Furor Over Bollywood Star's 'Deendorsing' Pepsi. mediapost.com. Retrieved February 7, 2014, from http://www.mediapost.com/publications/article/218785/furor-over-bollywood-stars-deendorsing-pepsi.html