Last but not least: Brand ambassadors with a credibility deficit
Advertising featuring famous personalities is all the rage. Celebrity ambassadors draw more attention to the ad and can lend a brand a certain glamour. However, using celebrities is no guarantee of success. The main problem is usually credibility.
We are happy to believe that Roger Federer, brand ambassador for chocolate manufacturer Lindt & Sprüngli, indulges in a piece of chocolate every now and then. It is also conceivable that he uses Gillette products to shave. But not every celebrity suits every brand. Seat, for example, had to realize this. The car manufacturer is a sponsor of the Mister Switzerland elections. To this end, the reigning Mister Switzerland drives around in a Seat. For last year's title holder André Reithebuch, this worked out brilliantly. He covered a whole 50,000 kilometers in the vehicle. However, Seat has had less luck with the reigning champion Jan Bühlmann, who - although he promised to do so after his election - is still not allowed to drive after four months and prefers to take the train. The car manufacturer no longer wants to take this risk. In future, all final round candidates will have to obtain their driving license before the Mister Switzerland election, as Martina Bumbacher, PR manager at Seat, told Sonntagsblick. Sensible!
