Recently, Burger King has been using Tony Stewart to endorse their burgers. The commercial portrays Tony Stewart in “Tony Stewart’s Endorsement School,” filled with a class of other celebrities, teaching them the proper way to endorse a product. The other members of the class, mainly Carrot-top and Erik Estrada, are having difficulty marketing and selling their products, a Carrot Crusher and a pair of Estrada Sunglasses respectively. Tony Stewart tells the class that they must, “endorse what you believe in, like me, I love the Whopper (burger king cheeseburger) so I endorse it”.
The premise by which the product is being advertised is that Tony Stewart loves the Whopper. Burger king is trying to take the approach that Tony Stewart only endorses a product he believes in and is comfortable with. Where as many products may be endorsed for their capabilities, food does not have many capabilities besides satisfying hunger. Using Stewart to endorse the Whopper therefore only serves the purpose of having a celebrity opinion to back the product. He can only claim his devotion to the product to the extent that he likes the burger, or in this case to the point that he believes in it. Being one of the largest individual promoters of Burger King name, Stewart is qualified to opine on whether he believes in such a product
This endorsement has mutual benefits. For Tony Stewart, his new multi year contract has successfully made him richer. Advertising is a prime source of incoming for athletes, especially Nascar drivers; whose sponsors have advertisements all over their cars and gear. For Burger King, having stewart come out and say he not only endorses the product, but believes in it qualifies all of the advertising they do through him in Nascar and serves as additional publicity. Stewart is a trusted athlete in the sport of Nascar, and especially to fans they may want to follow his lead in day-to-day matters.
No comments:
Post a Comment