Comment - Soft Drinks & Water - When Celebrities Go Bad

By Annette Farr | 9 March 2010

Although celebrities were out in force at the Oscars last weekend, we are, thankfully, seeing less and less of them in the world of soft drinks. Once viewed by marketers as a powerful, albeit expensive, tool to draw consumers to a brand, the overpaid and overhyped celeb can become a loose cannon for the label.

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Although celebrities were out in force at the Oscars last weekend, we are, thankfully, seeing less and less of them in the world of soft drinks. Once viewed by marketers as a powerful, albeit expensive, tool to draw consumers to a brand, the overpaid and overhyped celeb can become a loose cannon for the label.

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