Would you buy Dove Chocolate from Martha Stewart?

11/5/09

We’ve discussed the fact that one of the problems with using celebrities in advertising is that they often lack believability. And sometimes they’re actually silly enough to get caught using a competitive product. After his brief flirtation with Microsoft, Seinfeld is now back to using Macs. Did he ever believe in PCs? Or was he just paid well to pretend that he did? (Tang, 2009).

Ms. Stewart’s association with Dove runs far deeper. Special-edition bags of “Promises” chocolate will carry 200 different holiday tips from Martha, in a “fortune cookie” like format. During the show she’ll discuss Dove’s commitment to cocoa sustainability and holiday craft segments will include the candies.

Perhaps the entire campaign would be more believable if it hadn’t be announced last week that she will also be partnering with Hain to launch Stewart-branded poultry, baked goods and pastas. Is she becoming the next Kate Moss? What do the Martha fans think? Will her endorsement be persuasive? Or is she officially over-exposed? (Lukovitz, 2009).



Tang, S. (2009, October 29). Seinfeld Back With the Mac in Latest Curb Episode. tuaw.com. Retrived November 4, 2009, from
http://www.tuaw.com/2009/10/29/seinfeld-back-with-the-mac-in-latest-curb-episode/

Lukovitz, K. (2009, October 30). Martha Stewart Promos Mars’ Dove Chocolate. mediapost.com. Retrived November 4, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116363