I feel that companies who utilise the talents of celebrities they feel to be known to a minority only is quite cutting edge, they are daring to be different and it works for them. They feel they are using subtle marketing but as a general rule that may not be the case. Take for example Ray Mears andBear Grylls , I went in to work today and asked my colleagues if they had ever heard of them, not one person in the whole room said yes. Then again, neither had I until recently, I was introduced to these delectable characters by a partner who is obsessed with the outdoors and outdoor survival tactics.
Nightly viewings on Sky have made them both a household name in this dwelling, and if we miss them the dear man records them for later viewing! I could now trap a squirrel with a piece of cotton, and cook a hock of deer in an underground barbecue made of stone and mud thanks to these guys, whose names certainly do not roll off the tongue of the majority!
Ray Mears endorses a Viggy Vig Vig tent, do I own one? No, but it would certainly be one I would consider for our next purchase, only because he clearly knows what outdoor life is all about and has an authentic and “knowing” presence in an advert.
Advertisers globally are taking on emerging celebrities as they are offering a fresh take on things, a sort of novelty so to speak, who are benefiting both the company and the artist themselves. Take Pepsi for example, for the last few years it has employed a changing cast of obscure comedians, not world renowned celebrities such as Michael Jackson or Britney Spears for their commercials as they did previously.
For some companies, household names are not the priority when casting, today’s audiences are highly influential, taking cues from exciting new discoveries, rather than “old hats”. Audience chemistry now plays a big factor, do I want Peter Andre to tell me how good a tent is, he may have a six pack and a lovely tanned, toned body, but is he a really sincere about the product he is advertising, and is best person for the job when showing me mountain equipment? Bear Grylls on the other hand would make be believe the tent he was using was the best invention since sliced bread!
I think obscure and little known celebrities really do benefit a company, as they are casting people for individual talents, rather than international recognition. Consumers today are fully aware that top celebrities are not necessarily using the products they promote, and that it is just a facade (personally I can’t see Lenny Henry washing his crockery with Fairy!). I think being innovative with their choice of celebrities works in their favour and makes the product more believable.
