Stars Put Shine on Brands – and Themselves

It wasn’t a surprise when Sara Jessica Parker was named Creative Director for Halston’s Heritage line early this year.  As famous for her fashion profile as for her acting career, Parker appears at galas and Fashion Week events in the designer’s elegant gowns and is expected to be closely involved in both the design and business aspects of Halston’s contemporary collection.

It also seems natural for Ashton Kutcher, the world’s top Twitter-er with five million followers, to sign on as Popchips’ President of Pop Culture, directing social media initiatives at the relatively new snack-food maker.  A minority owner of Popchips, Kutcher explained, “I’m going to eat these chips anyway….If I can, why not actually own a piece of the company.”  “As my image is being leveraged, I am participating in the upside.” 

The Wall Street Journal recently highlighted expanded endorsement arrangements with celebrities who take stake in a company beyond the traditional spokesperson role. According to WSJ, “celebrities increasingly are looking for broader agreements that offer a bigger piece of the action.”

However, who would have expected a marriage between Polaroid, a 70-year-old brand, and today’s hip and visually outrageous Lady Gaga? Named Polaroid’s Creative Director and Inventor of Specialty Products, Lady Gaga appeared at Polaroid’s Consumer Electronics Show booth and led a creative team session in Tokyo “to collaborate on designs for upcoming co-branded products,” according to the Polaroid website.  “…she is a creative tour-de-force, and a key player on the Polaroid team.”

The WSJ and Hollywood talent agency, Creative Artists Agency, which has been driving many of the new celebrity/brand business partnerships, expect this trend to grow.

“People in the endorsements business say the trend is being driven by the growing sophistication of consumers, who are becoming skeptical of celebrity pitchmen,” noted WSJ.  They could also add the heightened marketing savvy of many of today’s wiser celebs as a key trend-driver.