The world has a thing about celebrities. We both worship and loathe them. We spend our money doing what they seem to want us to do, then we spend our time dissecting what they do wrong.
The power inherent in the celebrity-consumer relationship can make for a remarkably effective weapon in marketing, but when done incorrectly or with the wrong celebrity, it can prove disastrous.
这是五位名人发言人，无论好坏，她在2014年引起了饮料行业及其消费者的关注。
David Duchovny
In June of this year, Duchovny ended a seven-year run as the star of "Californication," a comedy-tragedy about a writer who suffers from sex addiction, drug abuse, and alcoholism. Given that, Duchovny was an unusual choice to star in a commercial that ran over the summer - for beer.
Making things even more strange and controversial was that the ad was for AB InBev's Russian beer, Siberian Crown. And the ad, which aired shortly after Russia's invasion of Crimea and the downing of a civilian passenger jet,似乎是一种民族主义的庆祝活动。
尼尔·帕特里克·哈里斯
Heineken has a problem: its Light beer doesn't sell well. Sales have been declining for years. In a situation like that, many marketers would turn to a celebrity spokesperson in hope of turning things around.
That's exactly what Heineken did - hiring电视和百老汇演员，颁奖典礼主持人和喜剧演员尼尔·帕特里克·哈里斯（Neil Patrick Harris），然后制作series of ads这实际上很有趣。
阿诺德·施瓦辛格
Another beer with a problem is Bud Light, which has also seen sales sag. Parent company AB InBev also decided that a celebrity might be exactly what was needed to mix it up.
But they went with阿诺德·施瓦辛格a blond wig, a ping-pong paddle, and $3 million。
Mila Kunis
When the Jim Beam brand of bourbon needed a spokesperson, ithired Mila Kunis。
That made sense. Millennial consumers are coveted, and Mila Kunis could certainly grab millennials' attention.
杰伊Z
比碧昂斯先生，可能没有更多具有更多营销能力的名人。在音乐之外，在饮料世界中，前卡特先生最有效地发挥了力量。
首先，他是他的创始人和全能的啦啦队的角色Budweiser Made in America Festival。但更有趣的是，他还是现在的啦啦队luxury champagne brandArmand de Brignac。
