Trendsurfing: Celebrity seeding (The Times)
By David Rowan
If you want millions of consumers to judge your brand as cool, just make sure their favourite celebrities are seen using it. That's why fashion houses and car-makers have "lent" goodies to Hollywood stars for decades - a trend that goes back at least as far as Josiah Wedgwood's pottery gifts to Queen Charlotte. Suddenly, though, an entire industry is springing up to blitz stars with everything from breath-fresheners to mineral water. It's called "celebrity seeding" - and is another reason not to believe everything you read in the showbiz magazines.
Blame the diminishing reach of conventional advertising. "Companies have lost faith in the 30-second television commercial," explains Jonathan Holiff, whose Hollywood-Madison Group is one of the new agencies giving toys to the stars. "By gifting celebrities with the latest products, our clients are relying on America's royalty to influence consumer purchase behaviour." Not only is it cheaper than more traditional paid-for endorsements, he says, but it has the distinct advantage of appearing to be the individual's own product choice.
Take the example of Energy Brands, which sells vitamin-enhanced mineral water. It arranged for free home delivery to celebrities such as Tom Cruise and Sean "Puffy" Combs. Last year, it found that one recipient, 50 Cent, kept mentioning the drink in interviews. That led to him becoming a company spokesman and "developing" his own drinks range in a lucrative contract. In that case, money changed hands, but it's by no means a prerequisite. When Wrigley launched Eclipse Flash Breath Strips, a new breath-freshener, the company sent packs to stars including Martin Sheen and Carmen Electra. Rather than take offence, a number said they would be happy to receive a year's supply - allowing Wrigley to mention their names in publicity, if not claim their official endorsement.
From his office in Studio City, Jonathan Holiff has given Martin Scorsese a truckful of Philips gear, sent Electrolux "super quiet" vacuum cleaners to recent celebrity mothers, and persuaded Dennis Hopper to use a Sony Mavica digital camera to take a photograph that was then auctioned for charity. Sometimes, he says, "a token honorarium" may be required as well as the gift, but mostly he relies on knowing celebrities' preferences. He sends out questionnaires to maintain his database of 10,000 stars, searchable by 250 criteria from charity affiliations to fears and addictions. As he points out, if you want to reach "thought-leaders" such as Tom Cruise and Rosie O'Donnell, it helps to know that he is a hockey fan and she collects dolls.
Companies also have in-house product-seeding departments. Motorola has an LA-based director of entertainment marketing, known locally as "Santa to the Stars", who gives phones away to the city's "influencers", achieving free placements in Ocean's Eleven and Friends, and a mention in the Jay-Z song I Just Wanna Love U.
But the talent is now waking up to its market value, and nominees at this year's Oscars and Golden Globes reportedly demanded vast financial inducements to accept gifts of dresses or jewellery. Breath-freshening strips are one thing - but when you can't even give away diamonds, something awfully strange is going on.
(The Times Magazine, May 14 2005)
If you want millions of consumers to judge your brand as cool, just make sure their favourite celebrities are seen using it. That's why fashion houses and car-makers have "lent" goodies to Hollywood stars for decades - a trend that goes back at least as far as Josiah Wedgwood's pottery gifts to Queen Charlotte. Suddenly, though, an entire industry is springing up to blitz stars with everything from breath-fresheners to mineral water. It's called "celebrity seeding" - and is another reason not to believe everything you read in the showbiz magazines.
Blame the diminishing reach of conventional advertising. "Companies have lost faith in the 30-second television commercial," explains Jonathan Holiff, whose Hollywood-Madison Group is one of the new agencies giving toys to the stars. "By gifting celebrities with the latest products, our clients are relying on America's royalty to influence consumer purchase behaviour." Not only is it cheaper than more traditional paid-for endorsements, he says, but it has the distinct advantage of appearing to be the individual's own product choice.
Take the example of Energy Brands, which sells vitamin-enhanced mineral water. It arranged for free home delivery to celebrities such as Tom Cruise and Sean "Puffy" Combs. Last year, it found that one recipient, 50 Cent, kept mentioning the drink in interviews. That led to him becoming a company spokesman and "developing" his own drinks range in a lucrative contract. In that case, money changed hands, but it's by no means a prerequisite. When Wrigley launched Eclipse Flash Breath Strips, a new breath-freshener, the company sent packs to stars including Martin Sheen and Carmen Electra. Rather than take offence, a number said they would be happy to receive a year's supply - allowing Wrigley to mention their names in publicity, if not claim their official endorsement.
From his office in Studio City, Jonathan Holiff has given Martin Scorsese a truckful of Philips gear, sent Electrolux "super quiet" vacuum cleaners to recent celebrity mothers, and persuaded Dennis Hopper to use a Sony Mavica digital camera to take a photograph that was then auctioned for charity. Sometimes, he says, "a token honorarium" may be required as well as the gift, but mostly he relies on knowing celebrities' preferences. He sends out questionnaires to maintain his database of 10,000 stars, searchable by 250 criteria from charity affiliations to fears and addictions. As he points out, if you want to reach "thought-leaders" such as Tom Cruise and Rosie O'Donnell, it helps to know that he is a hockey fan and she collects dolls.
Companies also have in-house product-seeding departments. Motorola has an LA-based director of entertainment marketing, known locally as "Santa to the Stars", who gives phones away to the city's "influencers", achieving free placements in Ocean's Eleven and Friends, and a mention in the Jay-Z song I Just Wanna Love U.
But the talent is now waking up to its market value, and nominees at this year's Oscars and Golden Globes reportedly demanded vast financial inducements to accept gifts of dresses or jewellery. Breath-freshening strips are one thing - but when you can't even give away diamonds, something awfully strange is going on.
(The Times Magazine, May 14 2005)
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