Brand-celebrity disconnect
If the celebrity used represents values that conflict with the brand values and positioning, the advertising will create a conflict in the minds of the target audience who may reject the proposition.
For instance Toyota, one of world’s leading auto manufacturing companies. Toyota chose teeny-pop singer Britney Spears for its brand ‘Soluna Vios’ a family sedan, which is preferred by married men and women with children.
A youth icon like Britney would’ve been better used by Toyota for a sleek sports vehicle and for Soluna Vios; Toyota should choose someone like a mature man, Harrison Ford for example.
If the celebrity used represents values that conflict with the brand values and positioning, the advertising will create a conflict in the minds of the target audience who may reject the proposition.
For instance Toyota, one of world’s leading auto manufacturing companies. Toyota chose teeny-pop singer Britney Spears for its brand ‘Soluna Vios’ a family sedan, which is preferred by married men and women with children.
A youth icon like Britney would’ve been better used by Toyota for a sleek sports vehicle and for Soluna Vios; Toyota should choose someone like a mature man, Harrison Ford for example.