MKT501 VU GDB Solution Spring 2012

PURCHASE, N.Y., April 24, 2012 — /PRNewswire/ — Pepsi MAX announced today an exciting partnership with Cleveland Cavaliers’ star point guard Kyrie Irving through the 2012-2013 seasons. Pepsi MAX plans for Kyrie include branded videos, extensive social media integration, retail activation, and more.
“After the success of Kyrie’s video in our Pepsi MAX for Life promotion, we are excited to formalize and extend our partnership with him,” says Lou Arbetter, Director on the Pepsi MAX brand team. “We love Kyrie’s charisma, fearless attitude, and determination, and we feel that he’s is a great fit with the Pepsi MAX brand. We look forward to working with Kyrie to engage our consumers and his constantly growing fan base with some fun content and experiences.”
In celebration of the partnership, Irving will take over the Pepsi MAX Instagram account (@PepsiMAX) on April 25th, giving fans a behind-the-scenes look at the last home game of his rookie season. In addition, Irving will be hosting a live question and answer session on May 3rd through the @PepsiMAX Twitter account to talk with fans about his rookie season.
“I’ve stayed focused and played hard on the court all season long,” said Irving. “I’m thrilled to partner with Pepsi MAX and really do some fun things. I can’t wait for everyone to see the creative ideas we have planned.”
Kyrie, who was the #1 overall draft pick last season, is a favorite to win 2011-2012 rookie of the year and is part of the foundation for the Cavalier franchise as they build for a successful 2012-2013 season.
Discussion Question:
Discuss the Impact of Kyrie Irving’s extension as a brand ambassador on the Brand image of Pepsi Max.

Solution:Celebrity endorsements are double-edged swords. If Kyrie will stay “clean” on the up-and-up, connecting a celebrity with a brand could provide a great notoriety boost. If he will get in legal trouble or is caught in an embarrassing situation, however, crisis communication becomes Priority 1 for the brand.

If you engage a celebrity in branding:
1) research that person’s fit or relationship with your product/service;
2) investigate his/her public image and reputation;
3) always have a crisis plan in place.

It is advisable to opt for better ideas more than secondary associations. Incase, companies feel that they need a brand ambassador they should adopt a brand character. If they are still dissatisfied then they should opt for credible, exclusive as well as zero cost marketing assets like consumers and employees to be their brand ambassadors. It will create long term brand equity and better “hard-to-attack” points of differences.