Examples include George Clooney for Nespresso and Jamie Oliver for Sainsbury’s. With the help of George Clooney the new Nespresso could position itself as a premium coffee brand. Even after 10 years of Nespresso success, Clooney featured in a new TVC.
A striking success was made by Sainsbury’s from 2004 on. Jamie Oliver added his cooking skills to the campaign with ‘Try something new today’. It inspired many customers who from then on started picking up his recipes and groceries. Sainisbury’s made a £ 2.5 billion extra revenue over the years.
The Sainsbury’s case will be discussed in Brand-Response Design as well.