So as I was browsing the internet I found a very interesting article called “What’s in a Name?” by Susan Craig. It talks about products and celebrity marketing.
What's in a Name? VQUZESHUF
“Celebrity products are nothing new. High profile celeb names are on everything from perfume to clothing to motor oil to shoes. It was only a matter of time before they’d discover food, especially the hot stuff. Salsas and hot sauces are now marketed under the names of comics and movie stars (sometimes one and the same) and sports stars. While celebrity marketing can be a gimmick for a quick buck, the folks whose pictures are on many hot food products are taking the whole business quite seriously. They know what they like, their personal taste stamps the product, and they’re out there telling everybody about it. Perhaps your favorite superstar will be next.
How does this happen? Do these people hide out in their kitchens, stirring up the old family recipes? Do food producers look around for a celebrity to match up with their product? Or is it the marketers who create these matches made in heaven?
The answers: yes, yes, and yes.”
The excerpt above is taken directly from the article. I feel that this is how products become a celebrity. The more the celebrity is used to market it, the more it becomes their own product. This was probably one of the smartest decisions ever made to do in marketing because everyone will fall in love with a product watching their favorite celebrity marketing it!
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