One company that has done a successful job of celebrity endorsement marketing is Fiat, an Italian car company. When Fiat first introduced the Fiat 500 into the American market, the company featured Jennifer Lopez in its TV commercial. With the debut of its special edition Abarth Fiat, the commercial featured Charlie Sheen. Celebrity endorsement marketing was a smart choice for Fiat because of the nature of its product. The Fiat is a small, European-style car that is not exactly characteristic of the American consumer's car preferences, which are more focused on SUV's and larger cars. Using celebrity endorsement Fiat has been able to associate its cars with landmark American celebrities and has thus increased the acceptance of the car in the American market. This marketing could have been responsible for making the Fiat feel more accessible and desirable to consumers would would not otherwise have chosen the car.
Jennifer Lopez:
http://www.youtube.com/watch?v=deNRiBQiQ3Q
Charlie Sheen:
http://www.youtube.com/watch?v=jjYxE2VD7VE
She is he commercial!... FORGET the car =]
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