Celebrity Marketing: Manipulation for Fascination

Nespresso with George Clooney, Jo-Wilfred Tsonga and Kinder, Antoine Griezmann and Sport 2000... So many examples of communication combining products and personalities in advertisements. Otherwise known as "endorsement", this strategy consists in using a celebrity for marketing purposes for a product launch, a new communication campaign or the modification of the brand's positioning, with a common goal: to make the advertising message easier to remember. A historical and growing strategy, endorsement aims to recruit and build loyalty among a target group seeking identification and security in the chosen personality, while allowing the brand to differentiate itself. Rigorous and in-depth work is essential for brands: means, goals, benefits, risks, celebrity's suitability for the identity, coherence with the target... all these variables must be addressed by the brand. The latter can adopt congruence, scandal marketing, multi-generational alliance, consumer involvement... A considerable involvement is essential to ensure this attractive strategy!