Monday, May 6

Katy Perry for Popchips

We've seen a number of celebrities getting heavily involved in brands over the last few years ... seems to be a continuing trend.  Gaga for Polaroid, Sean Combs for Ciroc, and Justin Timberlake for Bud Light Platinum just to name a few.  All of them "Creative Directors" for their respective brands.

These "arrangements" go far beyond the typical spokesperson or brand ambassador role, and way beyond celebrity seeding.  They actually involve putting the celebrity into the company, giving them "ownership" and a vested interest in the brand's success.

In this case, Katy Perry is so much more than just the "talent" in the latest brand campaign for Popchips, but is also an investor.  To help boost the chances of her investment growing, she's supporting the brand every way possible including a new flavor, Katy's Kettle Corn.  Positioned very much like, well, like she is (for those who know her and her background).

BTW - I'm a huge fan of Popchips, they've become a staple in my house.  Just sayin'.

Now when you look at the new packaging, you wouldn't necessarily get it right away ... it's pretty subtle.  But you can't say the same about the new advertising campaign.  While it doesn't offend like the brand's run with Ashton Kutcher (which later got pulled for being culturally insensitive shall we say), it does push the envelope, in a very bubblegum Katy Perry kind of a way.  Love the brand consistency.

Of course, also perfectly timed with the release of her forthcoming new album.  There are no coincidences in good marketing.

I believe that this is a trend we are going to see continue for awhile now, as celebrities look to continually increase their exposure and brands look to make their money work harder.

Will it make you try?  What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur

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