Celebrity endorsement is such a tricky thing – especially a luxury product such as champagne. I remember spending a day helping a French design house to identify an actor who could be their “ambassador.” They’re still thinking about which guy would be right to sum up their brand of luxury men’s clothes perfectly.
Marketing history is littered with examples of brands that have been embarrassed after they chose a particular celebrity endorsement. Helena Bonham-Carter was unveiled as the face of Yardley Cosmetics – but then admitted that she never really wore makeup. Jamie Oliver has done great things for Sainsbury’s but shortly after he was signed up his wife was photographed carrying shopping bags from…Waitrose.
So is Moet, clearly thinking of people buying champagne for Christmas, right to choose Ms Johansson? I’d say that it was a good choice – she’s young and sexy and very much of the moment but her look, her movies and even her name all have a certain sophistication. She’s also been beautifully shot for the campaign – blond hair falling voluptuously around her face, eyes half closed in pleasure, red lipstick on those famous lips which are parted in a half smile.
It’s a very nice image and one which will be great for positioning Moet & Chandon as a champagne brand for this Christmas.
Let’s just hope that she doesn’t get done for drink driving.
No comments:
Post a Comment