Do you think influencer marketing works for business owners?
Celebrity endorsements are a marketing strategy designed for businesses of all various forms whereby a celebrity or influencer is appointed as a spokesperson to help promote a business, brand, product, or services. Studies has proven that celebrity endorsements can increase a company’s sales by an average of 4%, compared to its competitors. From a buyer’s perspective, customers are likely to most times patronize a business or brand simply because someone they idolize, or trust is associated with such brand, that’s why celebrity endorsement is so effective. Celebrities can often persuade a buyer to click purchase even when they have a range of other options or vendors to purchase from.
The endorsements should also have well-drafted clause to stipulate all conditions of the endorsement. The contract should cover: Exclusivity obligations that ensure the celebrity will not wear, promote, or use competitor products, e.g., showcasing a competitor’s brand or products at high-profile events. Termination rights stemming from the actions of the celebrity which tarnishes or harms the brands image. Termination if the brand and the celebrity conflict in relation to a specific social, environmental, or charitable cause. For example, a model is found to use drugs with a brand that works heavily with drug-use prevention. Mitigation measures that must be used to limit the damage of the brand if the celebrity has acted or spoken inappropriately. For example, the celebrity must present a public apology or appear at press conferences to address the issue directly. Trademark and intellectual property rights should be clearly stated in the contract. This may refer to how the celebrity’s image and name are used, and who has control over the trademark and intellectual property rights if the endorsement contract ends.
DO YOU KNOW ABOUT MORAL CLAUSES?
Moral clause is written in the contract specifically to prohibit certain behavior in the personal life of the endorser. It attempts to protect the public and private image of both parties involved in the contract. In essence, one party to the contract is leveraging on the other party’s good name or reputation. The moral clause usually deals with objectionable behavior ,including sexual acts, drug use, scandal, or public dispute. A lot of drinks companies in Nigeria have celebrities endorsed to represent their Brand and connect with their consumers on a better level. Here is a list of some of these brands and their ambassadors.
Campari – Tuface
In April 2016, the legendary International RnB superstar, Tuface was announced as the brand ambassador for premium liqueur Brand CAMPARI. The brand explained it’s decision to partner with Tuface, saying he embodies the values that the CAMPARI brand represents – Originality, passion, maturity, and universal appeal. The superstar 2Baba as fondly called fans also holds an endorsement deal with TROPHY STOUT.
CIROC VODKA – WIZKID
Ayodeji Ibrahim Balogun known professionally as Star Boy, Wizzy, (sometimes styled as Big Wiz) is a Nigerian singer and songwriter, and also a Grammy Award recipient. He won the award alongside Beyonce, Saint john and Blue Ivy. On July 2018 He was endorsed by CIROC VODKA as a brand ambassador.
STAR LAGAR BEER- BURNA BOY
Smirnoff- Dj Spinall
GUINNESS EXTRA SMOOTH – FIREBOY DML
ERICA NLEWEDIM – SUPA KOMANDO
MONSTER ENERGY DRINK – DIVINE IKUBOR
SOCIAL
Don’t be left out, join the conversation, We’ll love to hear from you which of your favorite celebs was left out and the drink brand they influence. Send in your comments on the comment section below, and don’t forget to stay tuned for more interesting Blog post from drinksdirectng.
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