Celebrity Branding

Using celebrities in advertising

Celebrity Branding

Lena Roland, Event Reports, Digital Convergence, February 2015

This event report looks at how sports brand Adidas has evolved its marketing strategy to maintain its relevance with successive generations.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report charts the rise to prominence of Vita Coco, a coconut-water drink that was launched in 2004 and helped create a new category.

Case Studies on Warc, Case Studies on Warc, 2015

This campaign, aimed at increasing organ donations in Brazil, used a stunt involving a billionaire, a US$500,000 car and a lot of social media outrage.

Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study demonstrates how Quebec Pork Producers rekindled local interest in its meat in Quebec, Canada, by highlighting its versatility.

Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Kraft Dinner, the Canadian macaroni cheese brand, increased sales by expanding its appeal.

Joseph Smeaton and Jason Lonsdale, Account Planning Group - (Australia), Best presentation, Creative Strategy Awards 2014

With this campaign, OPSM tackled the important issue of children's vision by taking the optometrist's room into the homes of Australian families, creating a storybook that can determine if a child has an issue with his or her vision.

Sarah McDonald and Karl Bates, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Universities Australia, an organisation representing universities, used a social and digital campaign to build support for its federal funding.

Álvaro Gutiérrez, Warc Prize for Innovation, Entrant, 2014

This case study describes how Spanish non-profit organisation Ecovidrio increased the amount of glass recycling by young people in Andaluci­a, Spain.

M. Nafeezul Bari, Toffael Rashid, Laura Amin and Neamul Islam Maleque, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how major Bangladeshi mobile telecommunications company Robi Axiata found a way to inspire national unity through the creation of the world's largest human flag, leading to an increase in sales.



Celebrity endorsement

Celebrity endorsement focus in the Sep 2012 issue


How to use celebrity in brand building

Practical tips, reminders and examples


Socialise the endorsement

How to activate an endorsement on social media


Walkers: Sandwich

Cannes winner uses stars in an unusual setting