In order to sell a product there needs to be a target audience. The quickest way for an advertiser to sell their product is to have a popular face promote their product. I believe when advertisers place a familiar face on their product, in this case Kobe with vitamin water, it creates a desire for customers to purchase the product. There are countless advertisement campaigns which use celebrities to sell their products, Michael Jordan and Hanes, Shaq and Icy Hot.
It is almost guaranteed the reason behind the purchase of the product is JUST because it has a celebrities face attached to it. Regardless of the brand of the product or quality, what drives the products sales is the celebrity.
It amazes me what power these people have, they can sell almost anything for any company because of their high status in society.
Have you heard Fresh n' Easy's commercials on the radio? It goes something like "We don't hire celebrities to advertise for us because we want to keep our prices low." From the looks of it, their celebrity-less approach seems to be working well for them because they make it all about the customer.
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