Comment – Soft Drinks & Water - The Tightrope of Celebrity Endorsement

By Richard Corbett | 5 April 2011

Despite the hopes of drinks companies' finance departments, the days of hiring a celebrity to push a product are still upon us. Richard Corbett looks not only at when a tie-up with a star has gone right, but also at when it has gone wrong. When it goes wrong, though, has it not also gone right?

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Despite the hopes of drinks companies' finance departments, the days of hiring a celebrity to push a product are still upon us. Richard Corbett looks not only at when a tie-up with a star has gone right, but also at when it has gone wrong. When it goes wrong, though, has it not also gone right?

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