Charlie Sheen stars in an ad for LELO HEX condoms, where he offers a mea culpa of sorts.
In 1992, Gatorade sold millions of sports drinks by offering up an inspirational message: “Be Like Mike.” Today, Swedish sex-toy maker LELO HEX is hoping to do the same thing for condoms but with a cautionary twist.
The message this time: “Don’t Be Like Charlie.”
The Charlie, of course, is Hollywood bad-boy Charlie Sheen, who, last year went on The Today Show to reveal that he is HIV-positive—and recently made the rounds in London as the new face of the high-end condom brand.
For Sheen, the evolution from highest-paid television actor to product pitchman is driven by financial necessity. But from a brand perspective, does it really make sense to make Charlie Sheen the poster boy for safe sex?
Yes, Sheen is HIV-positive—but he’s no Magic Johnson. Johnson courageously announced his HIV status in 1991, when the then-poorly understood disease carried a far-greater stigma, not to mention all-but-certain death sentence. Sheen, on the other hand, hid his diagnosis for years and then reluctantly came out only after paying out millions to blackmailers.
In the 25 years since his announcement, Johnson has done more for the cause of HIV/AIDS than almost anyone else on the planet, raising millions of dollars through his foundation and educating an entire generation of young people, particularly those in the black community. Meanwhile, Sheen is accused of withholding his HIV status from numerous sexual partners, not to mention allegedly abusing two of his three ex-wives.
Sheen has been so unrepentant about his past behavior that, in his new ad for LELO HEX condoms, he proclaims: “people still want to be like me or experience my life, but there’s a little detail that they want no part of.”
Really, Charlie?
LELO HEX’s choice to enlist Sheen as the face of responsible sexual behavior is about as well thought out as Novo Nordisk’s decision to hire Paula Deen to hawk diabetes meds as a chaser to her deep-fried, artery-clogging recipes.
The lesson: just because a person has a connection to a product, doesn’t mean he or she should be the face of your brand.
Talk show host Ellen DeGeneres was an unconventional choice for CoverGirl brand ambassador. Photo credit www.celebrityendorsementads.com.
Here are some important things to think about when choosing whom to represent your brand:
Think Different
Avoid the urge to select a cookie-cutter spokesperson who will simply reinforce people’s pre-conceived notions. In 2008, CoverGirl chose 50-year-old comedienne and talk-show host Ellen DeGeneres as its newest “Cover Girl.” It was a bold choice, one that flew in the face of the young and glamorous supermodels, pop stars and Hollywood starlets who typically endorse cosmetics brands. By tapping DeGeneres for this high-profile role, CoverGirl was essentially saying that women of all ages are beautiful. CoverGirl has consistently hewed to this message, choosing other nontraditional spokespeople, including Queen Latifah and Drew Barrymore, among others.
Be Inspirational
The key to successful marketing is to appeal to your customers’ better angels. That’s exactly what Symetra—a life insurance, annuities and employee benefits company—did when it tapped professional surfer Bethany Hamilton to serve as the face of its campaign. Hamilton lost her arm to a shark attack at age 13 and has gone on to become a top-ranked surfer and inspirational messenger. Though Hamilton might seem like an unusual choice for a financial company, her personal brand and message fit nicely with Symetra’s core mission: “helping people reach higher and fly farther.”
Align with Influencers
Being a celebrity means having legions of adoring fans. But not all celebrities have equal pull. During this year’s Super Bowl, Taco Bell unveiled a commercial featuring Star-Trek star George Takei. Why would a fast-food chain that relies on millennial customers with steel stomachs tap a septuagenarian like Takei? Easy, Takei is a social-media Phenom with 10 million fans on Facebook and 2 million followers on Twitter. Taco Bell understands that Takei’s social media reach translates into sales.
Likeability Trumps Star Power
It might seem tempting to dial up the biggest celebrity you can find, but star power doesn’t always translate into brand equity. Take the case of Emmy Award-winning actor Alec Baldwin, who is as famed for his volatile outbursts as he is for his comic timing. In early 2012, the Wegmans grocery chain temporarily pulled the star from its commercials after his notorious plane incident. This wasn’t exactly a surprise. Baldwin and his famous temper have made news for the last 20 years. When you hire a celebrity, you are getting the whole package, warts and all. Don’t sign on with a ticking time-bomb.
Business is all about the company you keep. When it comes to selecting a spokesperson—whether internal or external—be bold, courageous and smart. In the end, you should partner with someone who makes your brand better and brings something unique to the relationship.
Piecing together the elements of your marketing campaign? Click the image to download our free ebook to find out how to develop a well-rounded campaign:
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