Celebrity Endorsement Hurting the Brand
When a celebrity doesn't connect with the brand or product they are advertising, consumers lose confidence in the brand itself. If you see an ad and think, "They would never buy/use/ that," then you begin to focus more on the celebrity endorsing the product for the paycheck and less on the actual message of the ad.
A recent example is found in Jennifer Lopez's endorsement of the Fiat 500 car. There was no doubt that she'd be the face of some sort of ad campaign while she hosted American Idol, released an album, and divorced Marc Anthony, but the brand she chose to endorse didn't fit.
Another reason Fiat failed was that the ad focused on the celebrity and not on the car and why people should buy it. There failed to advertise the features of the car that encouraged people to buy it. The only message consumers walked away with was the promotion of her new song in the ad and that J-Lo was now single.
This is a perfect example of how a brand can use a celebrity endorser ineffectively.
I still don't know anyone who owns a Fiat 500.
Works Cited
Vara, Suzanne. "When Celebrity Endorsements Hurt the Brand." Business 2 Community. 11 Oct. 2011. Web. 11 Oct. 2011.
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