Brands are often faced with the dilemma of whether to use popular celebrities to endorse their product or feature regular customers in their adverts.
Retailer Pick n Pay recently came under fire for featuring US rapper William Leonard Roberts II, popularly known as Rick Ross, in its latest promotional advert after reportedly closing 32 supermarkets nationally.
Social media users have expressed disapproval about the retailer's decision to feature an international artist, particularly one who is not known to have any connection to the brand or the country. Many argued Pick n Pay should have opted for a local artist, someone who is more relatable and relevant to its target audience.
Previously a back-to-school campaign by Ackermans featuring Cairo Forbes, daughter of DJ Zinhle and the late Kiernan “AKA” Forbes, sparked criticism from some who believed the opportunity should have been given to less privileged children to align more with the brand.
A study by the Wharton School of the University of Pennsylvania in the US found celebrities positively influence consumer choices. “People are more likely to choose products endorsed by a celebrity rather than a non-celebrity, and they make that choice faster,” it concluded.
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