The Blog
“On the issue of celebrities and brands licensing their names, my general conclusion is that for the most part, it’s a waste of money and could be a problem for the brand itself–sometimes for the celeb as well. “–Jack Trout
When jimwalkerseattle was originally hired to help develop the Brand Ambassador programs for Sparkling Ice, it immediately felt different than previous celebrity endorser campaigns I’ve led.
A new generation of consumers, and the ubiquity of social media seems to be putting celebrity endorsers out of business and given rise to the term “Brand Ambassador.” And if you think it’s just a change in terminology, you’re mistaken.
Do you remember Kim Kardashian for Skechers? Jennifer Anniston for Smart Water? Brad Pitt for Chanel #5. I’m sure most people had the same reaction as I did, “Wow, I wonder how much they paid ________ to do that?” They all brought some attention to the products they pitched, but the attention was short lived, and questionable in adding to the brands that paid them.
There are two major factors at work. One, millennials put a big premium on authenticity. Second, the mainstreaming of social and digital media has made the celebrity brands as big, if not bigger than the brands they’re working with.
In the old media landscape, brands paid celebrities enormous fees to gain attention. Modern brands should be looking for celebrity brands that reflect a mutual set values, respect and affection.
When RocNation and Robinson Cano teamed up with Sparkling Ice as their newest brand ambassador it wasn’t just about attention, but a partnership that would benefit both brands. Cano is not only an actual fan of the brand, but Sparkling Ice and Robinson Cano have already been at work making sure their individual brands are aligned and support each other. Sparkling Ice is supporting Cano’s RC22 Foundation, which will build schools in the Dominican, and Cano has already committed to Sparkling Ice’s well-documented community efforts at the kick-off of the Boy’s & Girls Club Little League day. Cano took the time to pose with all 62 teams and give a very heartfelt, inspirational message to the kids, along with hosting teams at Mariner’s games throughout the year. Yes, there will be advertising, but the partnership runs deeper than that.
Cano’s signing followed that of another RocNation client, Kevin Durant. Durant and Roc Nation actually approached Sparkling Ice, not the other way around. In fact, it was Durant who had RocNation reach out to Sparkling Ice. Not because it was the biggest brand with the deepest pockets, but a brand he actually liked and drank. The deal was based on a combination of mutual support, shared creative input, and authenticity. It has led to greater awareness for Sparkling Ice (see the previous blog post about All-Star weekend), a limited edition Kevin Durant Orange Mango product in the Northeast, and one of the most successful joint ventures of the year at the 1st Annual roccityclassic in Madison Square Park and after party at the 40-40 Club in Manhattan.
Brand Ambassadors are not just new terminology, but a shift away from “celebrity endorsers.”
Today’s consumers are looking for brands that share their values, and so are today’s celebrity brands. In the modern world, they have equal stakes in the game.
