Bradley Cooper, Häagen-Dazs’ sexy and greedy ambassador
- Juliette Delquignies
- Sep 27, 2021
- 2 min read
Updated: Nov 29, 2021
What a better option to raise the temperature than the Sexiest Man Alive[1] Bradley Cooper to promote Haagen-Dazs ice-creams?
[1] 2011 Awards by People Magazine
Shot on location at the luxurious Zámek Ploskovice estate in Prague, the ad features Bradley Cooper and Spanish actress Jana Perez in a torrid moment during a prestigious party.
In this one-minute ad, the actor enters in a room to start eating its Häagen-Dazs jar, when an attractive woman comes flirt with Cooper, before locking him in a room to steal his ice-cream.
This advertising process is very famous and reminds us of Nespresso campaigns with
Hollywood actor George Clooney. Indeed, the same concept is used: irresistibility of the product promoted, which leads to a funny situation. While Bradley believes the women is under its charm, all she is interested in is the ice-cream. This scene conveyed a strong message: the famous and desired actor goes unnoticed next to the ice-cream.
This campaign was conceived to communicate luxury, prestige, and elegance to reinforce the brand’s position as a premium ice-cream. This very sensual scene also implies that these ice-creams are for adults. Here, eating a Häagen-Dazs ice-cream is a unique experience, it is not a usual dessert.
How Häagen-Dazs benefits from the celebrity endorsement?
There are many advantages to celebrity endorsement for brand management.
First, it builds credibility for the brand. Indeed, people are attached to their favorite celebrities and will be more incline to buy from a brand if a celebrity they like trusts the brand. Also, having a famous actor like Bradley Cooper can reassure potential customers on the quality of the product, because a celebrity would not want their name associated to a brand they do not actually support.
Secondly, it makes the brand stand out. Celebrity endorsement can be a good differentiation for your brand. The celebrity will be associated to your brand and differentiate it from your competitors. It also improves ad recall because potential customers will remember the ad when seeing the brand.
Finally, it opens to new market. Indeed, the choice of the celebrity is primordial. If you want to attract a new market segment, you must choose a celebrity that is close to your target. The large celebrity network will help you reach your target.
Despite the efficiency of celebrity endorsement and before considering using it, you need to be aware of the potential drawbacks.
First, as the celebrity is importantly linked to your brand, if a scandal occurs, or even just rumors, your brand might be impacted.
Then, celebrity could overshadow your brand. Indeed, if the celebrity is too popular, people might only see him, instead of your brand. Another problem might occur: if the celebrity endorses other brands and products, the audience might not associate it to your brand.
Last but not least, endorsements are very expensive for brands. To give you an idea, Pepsi paid $50 million to Beyonce for a 10-year contract.
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