Tag: celebrity endorsement

Celebrity Endorsement – To Do or Not To Do?

September 6th, 2010   •   1 comment   

Zoe Tay and Imedeen – Positive Partnership or Fabulous Failure? (source)

Lights (tweet), Cameras (Facebook update), Action (blog post)!

One of the fastest growing phenomenon on social media channels is the rise in the number of celebrities leveraging on their reach. Almost all entertainment personalities have either a Facebook fan page, a blog, a Twitter account, a Youtube channel or all of the above these days.
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VISA’s Celebrity Ads

September 24th, 2007   •   6 comments   


Celebrity endorsement in advertising (and sometimes PR) is one of the oldest tricks in the book. Since time immemorial, companies have relied on the household recognition, reach and popularity of movie stars, singers, TV actors and sport heroes to gain mileage in the marketing game.

Of all the celebrity commercials out there, the most memorable in my opinion belong to VISA. Few companies have managed to do it with as much style, panache and class as the world’s largest payment processor. And I have seen plenty of poorly conceived celebrity ads in my lifetime, especially those slimming ones by whats-its-name beauty parlour.
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Extreme Branding or the Battle of the Cans

May 7th, 2007   •   17 comments   

Driving along Victoria Street after a meal at the famous Jackson Kopitiam at MacPherson, I spotted this anomaly right smack in our city area just outside Bugis Junction.


Yes, your eyes ain’t kidding you. We do have a Wholesale Centre just outside the city called the Victoria Street Wholesale Centre. Apparently, they have 41 units of tenants who specialise in all manner of dry food supplies and special ingredients that you can’t get elsewhere. Now aunties and housewives from every corner of Singapore have a place that they can go to for that extra “lemak” curry!

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Superstars and Rice and Everything Nice

January 17th, 2007   •   10 comments   

I am sure everybody would have noticed lately Singapore’s biggest pop export Stefanie Sun’s elfin face peeping out at you behind a bag of rice. Part of the New Moon advertising campaign for its new brand of rice, she beckons with a disarming “Ni chi fan le ma” which translates to “Have you eaten rice?”

It is interesting to note the marketing strategies of food manufacturers and importers in recent years. What is especially intriguing is how they can take a commodity item – like rice – and put a sexy spin on it to make it more palatable to the market.
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