A popular brand of body wash upped the ante by using Pussycat Doll, Nicole Scherzinger, as the endorser who also sang a Brazilian-inspired reinterpretation of Duran Duran’s Rio.

Popular brand of body wash

Marketers are innovative when it comes to product positioning. They have to be. Analyzing and selecting a positioning strategy can mean the difference between success and failure for a new or existing product. Product endorsers have been an integral part of marketing for centuries. Popular music has become a major part of ad campaigns. Song selection coupled with a product endorser for a multiplatform campaign is a way to differentiate from other brands. Two examples include the following:

  • A popular brand of body wash upped the ante by using Pussycat Doll, Nicole Scherzinger, as the endorser who also sang a Brazilian-inspired reinterpretation of Duran Duran’s Rio.
  • Then, there is a shampoo company that launched a global brand campaign that features mega star Madonna and is the first of its kind using an artist of such stature to launch a global brand.

For the purpose of this discussion create a new consumer product and then discuss the following questions.

  1. How will you define your target market?  What preliminary information will be helpful?
  2. Who would you select as an endorser for your campaign?  What song would you use?  Explain the rationale behind your choices.
  3. Discuss your competition and how you are both poised to compete and differentiate.
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