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Celebrity Endorser News: Shakira, Lebron James

Stacy Jones | March 13, 2014 at 11:21 AM
Stacy Jones

Going Global

Dannon’s Activia, whose brand face has long been that of Jamie Lee Curtis, is now taking on a global campaign headed by Colombian-born, international music sensation Shakira.


Dannon's Activia Gets Sexy With Shakira

One of the main objectives of the campaign is to broaden its international reach, as the campaign will target over 50 countries. However, another benefit of enlisting the younger Latin songstress is to add more of a “cool factor” to the brand.

Since parting ways with Curtis, a few other celebrity endorsers have appeared in Activia’s ads in the U.S., including Reba McEntire, celebrity health expert Travis Stork, and boxer daughter of Muhammad Ali, Laila Ali.

With the new global initiative, while its messaging will be consistent to the digestive health theme, its “Dare to Feel Good” campaign will illustrate that “feeling good on the inside can make you feel wonderful overall,” according to Dannon VP of marketing Jeffrey Rothman.

 


Lebron James Makes A Twitter Save

Meanwhile, another mega celebrity endorser LeBron James is posting to backtrack from his mistweet. Forgetting for a second that he is part of Samsung’s $100 million endorsement deal with the NBA, James posted a tweet venting about his Samsung mobile device.

lebron

The tweet was deleted promptly, but was posted long enough for followers – and Samsung – to see. He then followed up by posting the following tweets in efforts to recover from the initial negative post.

 

 

Though this was not an ideal situation for Samsung, James's save was prompt and graceful. And with the NBA's star social media following and positive clout (and Klout), we're sure this teeny Twitter blip is not enough to disqualify the NBA star as a powerhouse brand endorser to the brand. Check out our blog post for more examples of resilience and flexibility in athlete endorsement deals.

 


Learn More

Celebrity endorsements are more effective than you may think! And they're not the only tactic you can incorporate in your entertainment marketing mix. Download the results of our 2015 Entertainment Marketing Survey to learn more about the tactics that consumers and other brand marketers think you should be using.

Download The 2015 Survey Results

 

Sources: Ad Age, Mashable

Topics: Celebrity Partnership, Strategic Partnerships

Stacy Jones

Written by Stacy Jones

Stacy Jones, Hollywood Branded's founder and CEO, has over twenty six years of leadership experience building global entertainment branding campaigns for top Fortune 500 companies and hundreds of brands. Her career started after receiving her BFA in Theater Production & Scenic Design from the University of Arizona. Acknowledged as an expert in the field, she has appeared on CNN and MSNBC; spoken at conferences around the globe from Germany to Beijing; and has been featured in Forbes, The Wall Street Journal, The Hollywood Reporter, Financial Times, The Economist, Brandweek, Advertising Age, Variety, B&C and Mediaweek amongst others. Originally from Texas, you will still hear her ya’ll as she gathers the team for strategy planning sessions. Like all true entrepreneurs, Stacy is an adventurer at her core – having sky dived, hang glided off bi-planes, swam with crocs while rafting the Zambezi in Africa, photographed grizzly bears in Alaska, trekked Mayan ruins in Belize, explored the ocean as an avid scuba diver, and who loves owning an advertising agency where she swims with a different type of Hollywood shark on a daily basis.