Monday, July 30, 2007
Folger's newfangled celebrity endorsement deals
Nothing all that unique about this celeb-focused campaign from Folger's, for its Gourmet Selection coffees, but it still provides pretty much the blueprint for how celebrities are used in campaigns now that advertisers aren't limited to 30 seconds anymore. In this effort, featuring Grey's Anatomy's Chandra Wilson and woman-about-TV Lisa Ling, the Web site contains five clips of bonus footage each about the spokeswoman's lives. (One of the clips even tries to nail Lisa Ling on how much coffee she really consumes in a day. Sounds like a lot.) There's also a consumer-generated media effort, here. But isn't that so 2006?