Celebrities Boost Failing Brands
Hollywood star power lends credibility to wallowing brands and may lead to better sales. Jenny Craig had flat sales before Kirstie Alley came on board. Once it added her to its advertising campaign, sales increased nearly 120% between 2005 and 2006. Burger King was in decline, but then hired Jay Leno, David Beckham, Mary J. Blige, Steven Tyler and Sophia Vergara to star in its ads. This gave the company a bigger one-quarter earnings growth than McDonald's.