Product launches are an essential part of getting new brands, lines, and items out there, into the world, and into the hands of consumers. To be successful, they need to be bold and memorable, because you’re essentially asking people to take a chance on something entirely new. This is why celebrity product launches have become so popular.
They pair an unknown product with a familiar face, in order to ease that transition and give the new idea some credibility and presence. However, there are all kinds of pitfalls associated with celebrity endorsements and it is vital that marketing teams think carefully about how they use famous names and faces.
These handy hints and tips will give you some advice on how to avoid the most common faux pas and plan a launch that soars.
The thing to remember about celebrity product launches is that you can’t just pair any famous face with your new range or line. They must have a spirit, ethos, personality, or persona that matches your brand. A good example is the classic nineties campaign for Oasis soft drink. It used popular cross dressing comedian Lilly Savage and it worked, because she espoused the acerbic, louder than life attitude that it wanted to convey.
It is important that you don’t choose a celebrity who has become known for advertising all kinds of unrelated products and brands – an overexposed face, if you will. Consumers hate nothing more than all too obvious attempts to push products for profits. When it comes to product launches, you have to walk a fine line between telling the customer what they want and showing them, of which the latter is infinitely better.
A number of prominent studies have shown that negative media attention rarely has a similarly negative impact on brand endorsements. So, if you decide to work with a celebrity who then gets involved in a scandal, it is unlikely to harm your product. Twenty years ago, Hugh Grant was at the centre of the biggest media storm in decades. It was so outrageous that people feared that then girlfriend Liz Hurley would lose her contract with Estee Lauder. In actual fact, the incident boosted sales, because the company was constantly in the news.
While negative media attention is unlikely to be a big problem, you don’t want to court it either. So, pick a celebrity that you can trust with your product launches. The most effective and influential pairings are those that seem born to be together. This is why it is imperative that you don’t rush into a decision. If possible, work with an individual who is reliable, easy to direct, and who actually enjoys your products.
by: Antony Hampel