Using CELEBRITIES as PACKAGING

Celebrities are known to be used for endorsing brands to get a rub off of their qualities on the brand. In a competitive market place where brands are aplenty, the challenge for a marketer is to make the consumer try their brand once, especially in a new product category. Repeat purchase would follow if it has acceptable quality, provides differentiation and is available at the right place/time. But lets say in a competitive category like snack foods, it is key that the consumer "tries" the brand the first time. The key to driving the impulse is to use a Celebrity who represents the brand values and produce an effective advertising campaign.While celebrities have been used for a long term objective like branding, they drive a different objective now and that is for PACKAGING. While the consumer may be driven by different a motivation when he goes till the shelf, a combination of using a celebrity and right distribution can do wonders.