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Honestly OP I have always felt like when a celebrity endorses something, it makes me less likely to buy it. At the end of the day they are getting paid massively for these deals so I don't trust they really LOVE the product they are trying to sell us.
I know celebrity endorsements can be extremely effective and they play a major role in the advertising industry. I am, however, perplexed as to why Izzy Osborne was selected to promote I can’t believe it’s not butter? I wonder who thought this was a good idea? I wonder how successful this campaign really was?
Rising Star
There better be a good conceptual reason for using a celebrity, and why only that specific celebrity is being used.
AMEX did a great job of using celebs. To ACD1’s point the concept was tied to celebs and what they do.