Businesses Commonly Use Celebrities To Endorse Their Product

Businesses Commonly Use Celebrities To Endorse Their Products Meaning

Businesses commonly use celebrities to endorse their products, meaning they feature a celebrity in the commercial holding the product, using the product, or talking about the product. Other times businesses have the celebrities wear, use, or talk about their products in their everyday lives, in interviews, and when they are out in public. So, with this concept in mind: Out of Dwayne "The Rock" Johnson, Jimmy Fallon, Cardi B, or Kelly Clarkson, who would you use to endorse Diet Pepsi in attempts to reach the teen population between 12-19? Why have you decided upon this celebrity? How does this celebrity align to the new target market? Now, which media channels would you use to reach the particular target market with this your selected celebrity endorser? How would you get your celebrity to actually endorse the product, based upon the discussion board introduction?

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In today’s competitive beverage market, effective endorsement strategies play a pivotal role in capturing the attention of specific demographic groups. When targeting teenagers aged 12-19 for a product like Diet Pepsi, selecting the right celebrity endorser is crucial. Among the options provided—Dwayne "The Rock" Johnson, Jimmy Fallon, Cardi B, and Kelly Clarkson—Cardi B emerges as the most suitable choice for endorsing Diet Pepsi to this youthful demographic. This decision hinges on her vibrant persona, strong appeal among teenagers, and her active engagement with social media platforms frequented by the target audience.

Cardi B’s dynamic and edgy personality aligns well with the rebellious and trend-conscious nature of teenagers. Her popularity among youth is reinforced by her frequent presence on platforms like Instagram, TikTok, and Twitter, where she interacts directly with her fans. Unlike Dwayne Johnson, whose appeal leans more toward a broad, family-friendly audience, or Kelly Clarkson, whose musical genre and personality appeal more to older demographics, Cardi B embodies the contemporary, outspoken, and bold characteristics that resonate with teenagers seeking authenticity and individuality (Kumar et al., 2020). Jimmy Fallon, although humorous, has a more mature appeal and is recognized more for late-night comedy rather than youth marketing.

To leverage Cardi B’s influence effectively, a multi-channel media campaign is essential. Social media platforms such as TikTok, Snapchat, and Instagram should serve as primary channels due to their popularity among teens. Short-form videos, challenges, and interactive content featuring Cardi B enjoying Diet Pepsi would increase engagement and create viral marketing opportunities. For example, a branded dance challenge or meme campaign involving Cardi B could encourage teens to participate and share, amplifying the endorsement’s reach organically (Kapoor & Dwivedi, 2021).

Moreover, integrating influencer marketing by collaborating with teen-friendly social media creators to mimic Cardi B’s endorsement style could magnify the message’s authenticity. Video ads on YouTube, streamed between popular teen content, would also complement the social media efforts. Television ads on youth-oriented channels or during shows with high teen viewership like Nickelodeon or Cartoon Network could reinforce the message for more traditional media outreach.

To secure Cardi B’s genuine endorsement, the marketing team might approach her with tailored campaign proposals highlighting her influence on youth culture and aligning her brand with Diet Pepsi’s image of being bold and refreshing. Offering her creative freedom to craft personalized content that reflects her unique style would ensure authenticity, which is essential for teen engagement (Freberg, 2020). Engaging her in fun, memorable promotions—such as secret tastings or exclusive events—could also foster enthusiasm and genuine endorsement.

Ultimately, selecting Cardi B as the celebrity endorser and strategically leveraging grassroots, social media, and traditional advertising channels can lead to a compelling campaign that resonates with teenagers. Authenticity, engaging content, and multi-platform presence are critical factors in creating a successful endorsement that Brand Diet Pepsi can rely on to boost appeal among the youth demographic.

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