Celebrity Branding

Using celebrities in advertising

Celebrity Branding


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report covers Esurance's approach to taking calculated risks as it strives to outmanoeuvre larger rivals within the auto insurance space.


Luis Mendoza, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke.


Matt Tanter, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Lucozade Sport, the drinks brand, created a content and social media strategy to build its positioning as enhancing performance during the 2014 football World Cup.


Chris Caley & Alicia Philipp, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Virgin Mobile Australia launched its new brand positioning 'Making Mobile Better' with a social media campaign based around food.


Rajat Mendhi, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains a campaign in India by Gillette, the shaving brand, which emphasised 'real' masculine values to stand up for women and build an emotional connection with its target group.


Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Newcastle Brown Ale played up to its image as a blatantly honest, no-frills beer brand in the US by parodying the advertising hype around the Super Bowl.


Tahaab Rais, Warc Prize for Social Strategy, Shortlisted, 2015

This case study sets out how cereal brand Nestlé Fitness used a content strategy in the form of a two-week webshow challenge to appeal to women living in Arab countries.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report addresses how MilkPEP built brand equity for chocolate milk as a recovery drink, thus tapping a new usage occasion for a product long regarded as a treat for kids.


Article

NSPCC: Pants
Case Studies on Warc, 2015

This campaign aimed to many children safe from a threat that often goes unspoken by introducing and promoting the ‘Underwear Rule’.

WARC RECOMMENDS


ADMAP

Celebrity endorsement

Celebrity endorsement focus in the Sep 2012 issue


BEST PRACTICE

How to use celebrity in brand building

Practical tips, reminders and examples


ARTICLE FOCUS

Socialise the endorsement

How to activate an endorsement on social media


CASE STUDY

Walkers: Sandwich

Cannes winner uses stars in an unusual setting