Every business usually looks for some celebrity to represent them. It links them to their audience and puts a human face on an otherwise anonymous organisation. However, sometimes it just doesn’t work out. Take tonight, Iceland have just dropped Kerry Katona from their advertising campaigns. It’s related to allegations that she’s involved with drugs, an image that no reputable business would want to associate with.
It’s always important to try and match a celebrity with the product or brand they’re trying to promote. For example, if you’re a vacation south beach agency, you probably don’t want an older person to be promoting your brand. Likewise, if you’re selling dentures, you wouldn’t want a young sexy model, now would you?
In a nutshell, try to match the message to your audience