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E-Commerce Celebrity Endorsements: Big Exposure, Bigger Risk

E-Commerce Celebrity Endorsements: Big Exposure, Bigger Risk

Anyone caught in the pre-millennial pop culture current will easily recall Pepsi’s 1992 Super Bowl commercial, in which Cindy Crawford climbs out of a Lamborghini in a pair of daisy dukes, heads to a soda machine and pulls out the world’s first look at the hotly-anticipated new Pepsi can. The moment was iconic: the most adored model in the world, drinking a Pepsi from a newly designed futuristic-looking can as if it were an intensely sensual experience. Pepsi needed an edge…

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