Cadbury Creme Egg’s association with The Only Way is Essex stars highlights the importance of choosing celebrity endorsements wisely, in order to minimise the chances of a negative backlash.
Cadbury Creme Egg have recently teamed up with Lydia, Arg and Debbie from the ITV2 show The Only Way is Essex as part of the brand’s “Goo Games” advertising campaign. A promotional photo of the celebrities was posted on the brand’s Facebook page and received a mixed reception from consumers.
WaveMetrix analysis has previously shown how brands such as Armani and Coors have successfully used celebrity endorsements to engage fans on social media platforms and spark positivity around the brand. However, Cadbury Creme Egg’s link up with the cast of The Only Way is Essex receives a far more mixed reaction from consumers, with some “annoyed” that the brand has chosen to associate itself with “talentless” reality TV stars. In addition, half of the fans who post on Facebook say the campaign has made them less likely to buy Creme Eggs. This negative reception highlights how important it is for brand’s to make sure that any celebrities they team up with fit with the brand and are well liked by the brand’s fanbase.
Reaction to Creme Egg's TOWIE campaign more mixed than other celebrity endorsements:
- Many Facebook fans question Cadbury Creme Egg’s association with TOWIE stars: Some say the brand has teamed up with “talentless idiots” and call the campaign “pointless”
- In contrast, Armani and Coors’ celebrity endorsement’s generate positivity around the brand: Most praise Armani’s “sexy”, “cool” Rihanna campaign and say they “love” Coors advert featuring Jean-Claude Van Damme, proving that celebrity endorsements can be successful, as long as the celebrity is chosen wisely
TOWIE campaign “puts off” Creme Egg’s Facebook fans:
- Around half of those who discuss the campaign say it has made them less likely to buy Creme Eggs: They say the advert makes them “not want to buy Creme Eggs, even though [they] love them", further highlighting the dangers of associating your brand with unpopular celebrities
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It may not affect their taste but it could their image perhaps therefore their bottom line. I wonder, is the subset “people who say they will/won’t eat a Cream Egg on a Facebook page” representative of consumers as a whole, and thus an influence on sales? I would love to know if WaveMetrix has done any research into this. If so, can a brand work out in advance if association with a type of celebrity is likely to be well received? Perhaps by crowdsourcing, e.g. presenting consumers with a selection of available celebrities and asking who they would like to see (much like Old Spice did with models)?
Honestly will towie make creme eggs any less delicious? I think not! Bring on the goo!
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