Marketing Communications

ENDORSERS 229

have more impact on teenagers. Several studies found support for this model, although a

recent study warns that one should be cautious about using highly attractive models. Using

very thin models, for example, may reduce the self-image of the target group and evoke

negative feelings towards both the celebrity and the product.^123

Finally, as is summarised in the Product Match-Up Hypothesis, there should be an appro-

priate fi t between the endorser’s image, personality, lifestyle, etc., and the product advertised.

In this respect, it should be added that the behaviour of the celebrity may turn against a brand

that he or she is associated with. Eric Cantona, for example, was prosecuted for kicking a

soccer fan. Although this could have been a disaster for Nike, the company cleverly managed

the problem and even succeeded in turning it to an advantage by starting to sell sportswear

showing the word ‘punished’. Youngsters who like rebels, and who still admire Cantona for

his soccer skills, were extremely fond of these shirts. Tiger Woods got himself into trouble

with his love life. As a result, the long-standing relationship between Woods and Accenture

was ended. Th e potential risk of negative celebrity information is expected to be especially

great for new or unfamiliar brands for which the celebrity is the primary cue on which

consumers base their brand evaluations.^124

Denture fixatives are creams that fix dentures to the gums. They hold the teeth in place, securing a good ‘bite’. The

product is functional, but at the same time it offers peace of mind and social confidence to wearers who are afraid

of ‘losing’ their false teeth. About 10% of Central and Eastern European citizens have false teeth. However, only 13%

of them wore fixatives, as compared with 29% in Germany and 21% in the USA. Therefore, the overall objective of

Corega was to develop the denture fixative market (+15%) and become market leader.

In contrast to competing brands that made use of patronising ads, Corega decided to use real people talking

in an authentic way about their teeth issues. Corega chose celebrities famous in the 1960s and the 1970s. The

target group grew up with these celebrities, which would make it easier to connect with them. The campaign

ran in Poland, Russia, Ukraine, Romania, Bulgaria, Estonia and the Czech Republic. In each country, a different

celebrity was used to take into account local, cultural nuances. The campaign had a tremendous success. Category

sales increased by 22% (as compared with an objective of 15%), and Corega took overall brand leadership in the

total denture care market with a sales increase of 75% (vs an objective of 30%). The campaign was awarded a

Bronze Euro Effie.^125

Source : Grey Communications Group Ltd.

BUSINESS INSIGHT

Corega, leading the way in the fixatives and denture care market

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