Last week, international celebrity Ed Westwick, more popularly known as Chuck Bass of Gossip Girl came to Manila to shoot his ads for Philippine apparel brand, Penshoppe.
Other international celebrities who have endorsed or are still endorsing local brands are Taiwanese superstar Jerry Yan for Bench, as well as actresses Alicia Silverstone and Katie Holmes, and supermodel Natalia Vodianova for Kamiseta.
The growing number of local brands getting foreign endorsers has sparked debates in the local market. Why get international celebrities to endorse your products when your brand is doing well here in the Philippines? Why not get local celebrities and reduce advertising costs?
Penshoppe brand director Alex Mendoza shares five benefits that a local brand gets from an international endorser. Is it time you should consider getting foreign celebrities for products?
1. World-class quality
“An international endorser implies that the brand has gone global and that its products are world-standard,” said Mendoza. After all, why would a brand embark on an expensive global campaign if it is not even ready to begin with?
2. Heightened advertising
To sell a product, people must first look at it. And what better way to get the attention of the public than by having a foreign celebrity endorsing your brand? And yes, a foreign endorser, as Mendoza would put it, “sparks the interest of all socio-economic classes”.
3. Going after the international market
Aside from getting the attention of the local market, the foreign market will give your brand a second look as they are familiar with the endorser. “It draws the attention of the international market towards the brand,” said Mendoza.
Getting an international celebrity is not only about adding prestige to your marketing campaigns, it’s also about making your brand familiar with untapped markets. “It makes it easier for the brand to expand into new territories (since the people will be familiar with the endorser),” said Mendoza.
5. Brand upgrade
Getting an international celebrity to endorse a brand is like giving the brand a facelift. “It upgrades the image of the brand,” said Mendoza.
Photo courtesy of Penshoppe