Celebrity endorsements have the power to make or break a brand. Choose the right hunk in tight trousers and an inability to remember where he left his t-shirt and you’ll shift bottles of aftershave. Similarly, choose an international star like Sylvester Stallone, take him out of his Hollywood mansion, fly him to a small northern town in England and make him pretend to love bread and you can take your brand to new heights.
Of course, celebrity endorsements and commercials don’t always hit the mark. In fact, sometimes the use of a certain “star” can lead the online world’s trusty flock of easily offended Twitter lovers to crow about the injustice of celebrity X being used as a marketing tool. Read the full story