Cult of The Celebrity

This Report Assesses The Significance of This So-Called 'Cult of Celebrity', Evaluating What Has Driven Its Recent Rise to Prominence and What Implications This Has for The Effective Marketing of Branded Fmcg Products

Publication Date	May 2008
Publisher	Datamonitor
Product Type	Report
Pages	37
ISBN Number	not applicable
Product Code	DAT11789

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Summary

Introduction

The 'Cult of Celebrity' has reached a crossroads over-exposed celebrities have saturated the market and aging populations mean that the growth audience is shrinking. Celebrities can still be highly effective within a marketing context, but new tactics are required to avoid the pitfalls associated with celebrity-backed campaigns or celebrity-branded consumer packaged goods (CPGs).

Scope

Detailed analysis documenting the drivers behind the accelerated interest in, and popularity of, celebrities Insights into how and why celebrity remains a powerful tool in a marketing context, along with assessments of its limitations and challenges Strategic conclusions and actionable recommendations on effectively harnessing the power of celebrity endorsement and branding Global scope countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, N. Zealand, Japan, China, S. Korea, India

Highlights

Voyeurism has achieved a level of acceptability and marketers need to meet consumers' needs for accessibility and information on celebrity endorsee. This is expressed through the very aggressive expansion of the market for explorations of celebrities' lives and the range of media that has evolved to answer demand Research shows that celebrities and athletes are the least trusted of all company/brand spokespersons. Despite this, millions of dollars are continually invested in such endorsements The concept of celebrity has transcended attachment to individual people and become attached in some cases to actual products. For example, personal technology has become dominated by products that have effectively achieved celebrity status themselves actual celebrity endorsement is not even necessary

Reasons to Purchase

Improve your marketing effectiveness: understand best practice principles in celebrity-led marketing and the societal trends relating to this Ideation and inspiration: spark new ideas by learning from innovative examples both within and outside of the FMCG industry Improve your decision making: celebrity-backed campaigns can be costly; use this report to understand the new tactics required to achieve success.

Content

Overview
Catalyst
Summary
- Table of figures
The Future Decoded
- TREND: The cult of celebrity has risen to a new level of prominence in recent years
- Accessibility has redefined the relationship between consumers and celebrities
- Reality television has made it easier for consumers to identify with celebrities
- The rise of the cult of celebrity has been epitomized by the emergence of nonebrities

Celebrity Gossip Magazines Have Been A Visible Expression of The Fascination with Celebrity
- The Internet offers unparalleled access to celebrity information and can create its own celebrities
- Increasingly detached, cocooning consumers connect through celebrities

Hiving Consumers Are Consuming and Sharing Celebrity Related Information
- Consumers seek escapism from everyday life through celebrity watching
- Celebrity watching has become a surrogate for family relationships
- Celebrity Worship Syndrome has become an accepted condition
- Key take-outs and implications: marketers need to meet consumers' needs for accessibility and information on celebrity endorsees
- TREND: Celebrity as a marketing tool remains powerful but faces challenges
- Celebrities in advertising rate more highly than non-celebrities in a similar context
- Celebrity endorsement elevates awareness of, trust in and persuasiveness of brand messages
- Celebrity is a projected image easily attached to brands
- Consumers' ability to identify with celebrities drives their value to marketers
- Consumers view celebrity endorsement as less effective than retailers do
- Celebrity-based marketing and branding continues to face several core threats
- Key take-outs and implications: celebrity's greatest strength to marketers is the ability to grab attention
- INSIGHT: Successful celebrity endorsement and branding depends on credibility and authenticity
- to be successful, the personality of the celebrity must be in sync with the personality of the brand
- The best endorsement deals equate the product with the appeal of the celebrity
- Authenticity is key to celebrity-based marketing being effective
- Celebrity-created brands are at the peak of credibility
- Association with strong celebrity created brands can generate a halo effect
- Best practice examples of celebrity marketed brands
- Key take-outs and implications: Consumers expect authenticity and quality - celebrity endorsement is not an acceptable substitute
- INSIGHT: Celebrity Fatigue is affecting the marketability of endorsed brands
- Consumers are weary of overexposure of celebrities and proliferating celebrity brand extensions
- Celebrity marketing to children is meeting increasing opposition
- Key take-outs and implications: consumers are nearing saturation point with celebrity-based marketing
- INSIGHT: The cult of celebrity has migrated from individuals to actual products
- Why is this happening?
- Participation and interaction define consumers' relationship with celebrity products
- Key take-outs and implications: brands are transcending the need for humanizing endorsers
Action Points
- ACTION: Ensure celebrity endorsement is built on a foundation of solid product ideas
- Back up celebrity marketing with strong sensory attributes
- Ensure celebrity endorsees are in sync with core product ideas and values
- Controversial figures are not necessarily bad for business
- ACTION: Offer glimpses into celebrities' personal lives
- Accessibility and direct contact can reinforce the brand messages of both the celebrity and the product
- ACTION: Exploit the continuing growth in branded brands

Action: Bring Celebrities into The Boardroom to Add Credibility
- ACTION: Tap into the next generations of celebrities - experts and celebrity products
- Example: within personal care, Doctor Brands represent the next wave of high credibility endorsements
- Learn from the example of products that have achieved virtual celebrity status
- Make celebrities want to be seen with your product
Appendix
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Figures
- Figure 1: Celebrity marketing is driven and inhibited by eight key factors
- Figure 2: Consumer responses (% of total) to celebrity versus non-celebrity advertising in terms of awareness, likeability and overall liking/reaction to advertising
- Figure 3: Consumer reactions (% of total) to celebrity versus non-celebrity ad messages
- Figure 4: Authenticity is built on six core attributes
- Figure 5: Celebrity-created brands case study: Sammy Hagar and Cabo Wabo Tequila
- Figure 6: Celebrity-created brands case study: Paul Newman and Newman's Own
- Figure 7: Case Study: Examples from Trendhunter Magazine's Top 10 Celebrity Products of 2007
- Figure 8: Case study: Apple has emerged as a leader among brands in achieving celebrity status
- Figure 9: Watchmaker Omega exemplifies successful matching of diverse celebrities to its brand
- Figure 10: Case Study: Sean John demonstrates that celebrity branding can survive controversy
- Figure 11: Case Study: AmEx's campaign featuring Ellen Degeneres taps into consumers' desire to know more about stars' personal lives
- Figure 12: Case Studies: successful examples of celebrity CPG branded brands