Magazine article Marketing

Will Kit Kat Rue Girls Aloud Tie?

Magazine article Marketing

Will Kit Kat Rue Girls Aloud Tie?

Article excerpt

Media coverage of pop group Girls Aloud looking surly, fed up and cold, during the shoot for the latest Kit Kat Senses ad has highlighted the pitfalls associated with high-profile celebrity tie-ups.

Pictures of band member Sarah Harding making an obscene hand gesture at photographers are unlikely to be consistent with the image Nestle is trying to convey for the launch of its female-friendly 165-calorie chocolate bar.

The brand owner is lavishing a pounds 9m adspend on Senses, which is designed to rival Ferrero's Kinder Bueno. The size of the budget makes it the company's biggest launch this year, and after confectionery flops such as Double Cream, the successful introduction of Senses is key.

Some coverage of the shoot has showed the band looking fantastic in party attire, but it is the substantial amount of negative press that is likely to endure in consumers' minds.

Jason Gallucci, managing director of PR agency Slice, which has worked with celebrities including Girls Aloud, Arnold Schwarzenegger and Charlotte Church, believes it is important to make sure stars are fully on board. …

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