What do Princess Diana, Madonna, Sarah Jessica Parker, Robert DeNiro, and Andre Agassi have in common? They all used a Silver Cross baby carriage to tote their precious cargo. The British royal family, as well as other European royalty, has used this high-end British-made pram since its beginnings in 1877. However, it wasn’t until the stroller was spotted on trendy Manhattan blocks with celebrity moms and dads at the wheel, that the brand gained attention in the United States. The company was overwhelmed with demand for their value-priced models (the classic model starts at $2,000). At one point there was a waiting list for the A-list baby buggy. Do modern celebrities wield that much marketing power? Apparently so.
With the popularity of publications like USWeekly and InStyle, which showcase celebrities and the products they use, some brands are gaining a cult-like following from readers who want to feel closer to their favorite celebrities. When Sarah Jessica Parker wore a pair of Ugg boots on Sex and the City and other celebrities were photographed wearing them, Ugg mania swept the country and the boots soon had a waiting list.
Juicy Couture has enjoyed great success due in large part to its immense celebrity appeal. InStyle quoted Sarah Michelle Geller saying, “I had a Juicy weekend. My friends and I lived in our Juicy tracksuits. I love Juicy. There is nothing more luxurious than my Juicy cashmere." Other celebrities who are photographed in or talk about the brand are Madonna, Cameron Diaz, and Courteney Cox-Arquette, just to name a few.
Von Dutch apparel is now a must-have for many and the company's sales have risen from $1 million in 2001 to roughly $33 million in 2003 and $100 million in 2004. You can attribute that growth to Justin Timberlake, Fred Durst, Ashton Kutcher, and Britney Spears. The irony of this success story, according to Bob Burns, a longtime friend and collaborator of “Von Dutch”: If Von Dutch were alive, he would hate all this. “Von Dutch,” whose real name was Kenny Howard, became well known in the 1950’s for revolutionizing the “kustom car” craze. He virtually invented free-style pin striping and painted flames that have now come to characterize the Southern California lifestyle. He shied away from any special attention, money, and fame—so much so that he disappeared for part of the 1960’s at the peak of his career. He spent time with his family and continued his work in a more inconspicuous setting. After his death his daughters sold the rights to his name to two entrepreneurs who wanted to make apparel that appealed to hot rod enthusiasts. Unfortunately for Howard, and fortunately for the entrepreneurs, the apparel was photographed in celebrity publications and the rest is history.
Getting your product into celebrity hands is a sure fire way to give your company a boost, but the old-fashioned way still works pretty well, it’s just a lot more expensive. With stars like Sarah Jessica Parker, Tiger Woods, and Brook Shields inking seven- to eight-figure paychecks for endorsing products you know something must be working!“
“We’ve had an amazing customer response to Sarah Jessica’s iconic sense of individuality and style in our previous campaigns, and we’re thrilled to team up with her again for our spring campaign,” Jeff Jones, executive vice-president of Gap Marketing said about SJP signing on to represent GAP in its spring 2005 marketing campaign, her third straight.
Tiger Woods just renewed his contract with Buick for five more years and $40 million. Then-Buick marketer C.J. Frahleigh calls Woods “an invaluable asset.”
Brooke Shields starred in infant formula commercials for PBM Bright Beginnings shortly after giving birth to her daughter. The formula-maker chose Shields because she appeals to both young and older moms who “have grown up with Brooke” said PBM evp Richard Zaki.
The partnerships are endless, and the bottom line is that celebrities influence people. Not only are they influenced to buy, but they are even influenced to think, or vote, a certain way. In the 2004 presidential election, 40% of 18-24 year olds said that celebrity support would affect who they voted for. “Celebrity endorsement is extremely powerful among young demographics,” said Mary-Ellen Vincent, senior VP-director of insights and accountability, MediaVest USA.
Often times it is difficult to directly correlate sales with the use of celebrity spokespeople. For example, Gap sales were down slightly at Christmas time, but Gap marketing people say they had a great response to their winter campaign. Celebrities help companies achieve the image they are going for and break through the clutter with their famous faces. As long as Americans continue to be obsessed with the personal lives of celebrities, what they are wearing and what they have in their hands will continue to be desired objects. So whether it’s a Jamba Juice or a Messybaby diaper bag, if they use it, we will want it and companies will be delighted. Celebrities are powerful and a marketing connection with the right celebrity can send sales through the roof. Just ask Oprah.
