Bud Light Platinum is becoming even more musical—following in the footsteps of BlackBerry, Pepsi, Coca-Cola, Intel and Polaroid, which invited music artists to be their creative directors, the beer brand tapped singer and actor Justin Timberlake for the same position. The celebrity, who is one of the co-owners of MySpace now, will “provide creative, musical and cultural curation for the brand.» Bud Light Platinum is Bud Light’s extension with higher alcohol content, launched in 2012 as a product for nighttime party drinkers.
celebrity marketing
H&M has released an ad starring David Beckham, which was announced earlier this year. The soccer celebrity, who has been collaborating with the retailer on the underwear collections, got featured in a spot running down the streets of Beverly Hills just in his latest line of Bodywear (a pair of Navy Green, Boxer Briefs).
The legendary motorbike brand Harley-Davidson teams up with “American Badass” Kid Rock to mark its 110th anniversary, which will be celebrated with a series of events across the globe this year (the brand even received Pope Benedict’s blessing for that). As part of the partnership, the brand has become the title sponsor of Kid Rock’s Rebel Soul tour and has also tapped the musician to co-create a range of limited-edition branded «rebel» merchandise.
Coca-Cola has tapped US pop country singer Taylor Swift as a new celebrity face for Diet Coke. The brand, which last year celebrated its 30th anniversary in the USA, will feature the 23-year old lady in its multi-platform campaign, which is expected to include more than just adverts. According to Ad Age, “executives close to the company noted she will not be involved in the company’s Super Bowl campaign.” Apparently, it’s because the young celebrity, who is gaining her power quite fast in the entertainment business, currently doesn’t have the superstar presence of such performers as Beyonce, who has been tapped by Pepsi and will be headlining the Super Bowl halftime show sponsored by the brand.
H&M continues to commit to a more sustainable fashion future with a new eco-friendly seasonal collection, presented by Vanessa Paradis. In the promotion of the H&M’s Spring/Summer 2013 Conscious collection, which is launching internationally in two months, the French celebrity is wearing very feminine and spring-inspired clothing items in the settings, inspired by a spring garden.
Nike has released a new film starring one of its most celebrated ambassadors, Kobe Bryant. The new video piece “Count on Kobe,” developed by Wieden + Kennedy of Portland, Ore., promotes the KOBE 8 SYSTEM, the lightest and lowest performance shoe of the baseball genius. In the spot, the female voice over explains how the world works and how Kobe works in it—very soon it becomes clear that he is also a world, a unique universe. “Some things in this world are certainties. The sun will rise. Rain will fall. And Kobe Bryant will dominate on the basketball court,” says the brand in the press release.
H&M is taking on sportswear giants such as Nike and adidas with its new move. The retailer has teamed up with international tennis player Tomas Berdych, who is ranked 6th in the world, to “mark a new chapter in the relationship between sport and fashion.” The global sports star will wear the clothes of the brand on and off the court and will also work in a tie-up with the H&M design team, developing a unique tennis collection, which is to arrive in stores later this year.