Brands often cast celebrities in their campaigns. It seems logical—after all, celebrity endorsements are often compared to sex in advertising: they sell.
People want to identify with stars and are drawn to the products they endorse.
But is this always the case? Should brands think twice before going down the celebrity route?
The coffee machine brand De'Longhi tried this strategy with Brad Pitt, so we decided to analyze how effective it really was.
In the campaign analysis below, you'll find out:
- When people see Brad Pitt, does De’Longhi come to mind?
- Do people perceive Brad Pitt positively?
- Did he help with the recollection of the desired needs?
- Did the campaign strengthen the brand salience?
- And ultimately – do people think of De’Longhi more often when they want to buy an automated coffee machine?
The campaign
The results
The campaign presents the De'Longhi brand poorly. Very few people recognize it.
In the campaign, the brand relies on a well-known actor, who does not yet work as a symbol.
This is the first time Brad Pitt has been associated with the brand, and people often confuse him with actor George Clooney, who was the brand ambassador for rival brand Nespresso.
