165 - The Consequences of Relentless Celebrity Marketing Part 2
Joan Crawford was mocked for becoming Pepsi’s spokeswoman, and Orson Welles was chased to Spain for political opinions. What changed for celebrity endorsements?
In Part 2 of our celebrity-as-CEO spotlight, we talk about Joan Crawford, an iconic figure of the Golden Age of Hollywood. Known not just for her acting prowess but also for her unique role in Pepsi's rise to sugary power. We dig into Crawford's transition from a screen legend to a pivotal figure in the corporate world, and explore her marriage to Pepsi's CEO and how it propelled her into a new realm to become the first “influencer”. But most importantly, we talk about the public backlash, and ask: why are fans today willing to put up with relentless marketing from their favorite stars, but not in Crawford’s age?
The episode also casts a light on the changing dynamics of celebrity endorsements and we cast a light on the future of celebrity branding. Do people actually trust celebrities anymore, at all, for their political opinions? How many of these so-called stars are actually hurting their causes more than helping? And what is the “process of apology” that Hollywood agents and managers keep pushing celebrities to complete, and why do so many stars ignore their instructions?
Join us for an in-depth look at the complexities of celebrity-brand relationships, and the legacy Crawford left behind in both Hollywood and the corporate world.
History Links:
https://www.youtube.com/watch?v=XSu76VUIkEg&ab_channel=TheMoneyChannel2
https://fortune.com/2023/05/17/crypto-lawsuits-shaq-celebrity-endorsers-ftx/
https://www.cracked.com/article_35322_a-complete-history-of-goop-being-awful.html
https://www.vanityfair.com/hollywood/2017/04/fx-feud-finale
https://www.campaignlive.com/article/history-advertising-no-170-joan-crawfords-pepsi-sign/1392770
Science Links:
https://hbr.org/2019/05/when-scandal-engulfs-a-celebrity-endorser
https://www.apa.org/pubs/journals/releases/psp-pspi0000187.pdf
https://journals.sagepub.com/doi/full/10.1177/1948550616641472
https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking
https://www.psychologytoday.com/us/blog/between-you-and-me/202203/the-role-familiarity-in-attraction
https://hbr.org/2019/05/when-scandal-engulfs-a-celebrity-endorser