Brands associated with food and beverages: Gleaning insights from celebrity identities
In the realm of marketing, the age-old rapper-feud strategy has proven successful since the days of Biggie and Tupac. Every PR stunt, no matter how controversial, is seen as good PR. However, for both celebrities and brands, authentic consistency is key. Inconsistency can lead to cracks showing and fans dividing.
A prime example of a brand losing sight of its legacy is McDonald's McSpaghetti. Created in the 1980s and sold in various US test markets, McSpaghetti veered far from the fast-food giant's core offering. Despite its popularity in the Philippines, the product was discontinued after its US run. Pepsi's Crystal Pepsi, launched in 1992, also struggled and was discontinued by the mid-1990s due to poor sales and market reception.
Brands must avoid mistaking confidence for arrogance and all-seeing for all-knowing. A lasting legacy requires maintaining relevance, recognition, and fame, but fame comes with a price and should be named wisely.
Ryan Reynolds, a multi-talented individual, has demonstrated this balance. He has been involved in running Mint Mobile, Aviation American Gin, Wrexham FC's revival, and Creative Ladder, an organization working to diversify the creative industries.
Celebrity-branded products have experienced ups and downs in their legacies. P Diddy's Ciroc partnership and Kanye West's Adidas collaboration are prime examples. On the other hand, George Clooney's alignment with Nespresso has proven successful.
Legacy brands can innovate while staying true to their identity. KFC and Cheetos' collaboration on 'Crunchin' Cheese Fried Chicken' demonstrates this.
The rivalry between Burger King and McDonald's has been ongoing since the 1970s, with both brands using each other as a marketing opportunity despite their spats. Similarly, the feud between Drake and Kendrick, two leading rappers, has fueled chart-topping tracks and fan debates.
However, celebrities sometimes change their public identities to regain fame, which can lead to their growth being inhibited or their image becoming detached from what made them famous. David Beckham's frequent brand partnerships in China are an example of this.
Ultimately, celebrities and brands that stand the test of time maintain their integral identity, keeping their fans, customers, or followers as their north star. They understand that consistency, authenticity, and a strategic approach are the keys to a lasting legacy.
