I was reading today one of my favorite blogs - Pink Is The New Blog - where Trent keeps me updated on all the happenings in Hollywood (moving from Los Angeles to Sydney last year I definitely miss seeing some of the antics in person so I live for news from Trent). I was very excited to read that Drew Barrymore was announced as a new spokesperson for CoverGirl. Drew has such a huge fan base and has been able to position herself as someone that everyone wants to hang out, so a great association for CoverGirl.
Working with celebrities as spokespersons can be tough, as their real life antics can reflect on the brands they are endorsing and the price tag make everything a bit more stressful. When I was working with a major international sports brand, a star player was photographed shopping at a rival brand for his child's shoes - good times! And with an alcohol client a spokesperson was seen out doing shots with a direct competitor alcohol - two days before the launch of a big campaign (which we ended up canceling). And one more fun one - how about a celebrity endorser for a healthy fast-food chain being seen in the drive-through of the company's biggest competitor.
Some celebrities and their agents just don't think through every action and its potential impact when the celebrity is endorsing a product. Getting a clear understanding from the celebrity and their agent on their role with the brand (on and off camera) is obviously very important - and can save lots of headaches later on down the road. I'm sure CoverGirl has nothing to worry about with their new gal Drew, but something to keep in mind when the next celebrity spokesperson comes your way.
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