Top international brands endorsed by Polish celebrities – part 1
Some time ago I published here a couple of posts on famous international celebrities who were hired to boost the image and value of some Polish brands. Actually, celebrity endorsement often proves to be a useful vehicle to build the brand awareness and create the desired brand image speedily. International brands that enter Polish market often face the problem of being perceived as distant, unknown, and more expensive than they really are by Polish consumers. One of available remedies might be hiring a local Polish celebrity that is capable of creating proximity and linkage between the brand and the Polish target group. Let’s have a look at some examples of top international brands and their recent Polish ambassadors:
- Dove – this successful Unilever brand had in 2008 a local Polish extension of its “campaign for real beauty” with three popular Polish actresses of different age groups: Edyta Jungowska, Ewa Kasprzyk and Beata Tyszkiewicz – introducing Dove pro-age line. The headline for the campaign was: Beauty doesn’t ask about age.
agency: Los Mejores / photography: ShootMe
- Garnier – this mass market brand of haircare and skincare products that belongs to L’Oreal hired last year a successful Polish actress – Danuta Stenka – to be the Garnier brand ambassador in Poland. Never before had Garnier employed a Polish celebrity in its campaign.
This first campaign with Danuta Stenka was often criticized for the unnatural look of Stenka whose image in print ads seemed to be very photoshop-improved. The campaign with Stenka was also aired on TV.
The follow-up was an outdoor campaign for Garnier Nutrisse hair colourant with Danuta Stenka who looks much nicer than in the anti-wrinkle cream ads. The headline: Nourished hair mean more beautiful colour.
agency: Publicis Warsaw
- Pantene – another popular hair care brand owned by Procter & Gamble hired in 2008 Natasza Urbańska, a rising Polish singer, musical performer and TV star to promote its Pantene Pro-V Enhanced Layers line in both TV commercial and print ads.
agency: Grey Warsaw