The Love Triangle: How Celebrity Spirits Brands Align Values 3 Ways
I feel like every time I see a new celebrity’s marketing scheme pop up in the headlines, my first reaction is skepticism… “Stay in your lane – focus on making movies.” But I should give them the benefit of the doubt. After all, some celebrity-driven brands have real staying power. I recently had a conversation with a close colleague – Jennifer Yellin, senior vice president & U.S. managing director at our sister-Stagwell agency, HarrisX (previously Northstar Research Partners) – and we realized celebrity-owned spirits brands have really exploded the past few years. From George Clooney’s Casamigos tequila to Bob Dylan’s Heaven’s Door whiskey, dozens of new entrants have crowded the space.