Ryan Lochte wasn't the only one looking to make a clean start in 2017. PowerBar went from being the second-best selling energy bar in 2013 to the sixth-best in 2016. The brand picked up Lochte because, just as he needs a shot at redemption, so do they. PowerBar is a brand that promotes healthy lifestyles among people who are already fit, as well as those looking to make a healthy change. The strategy seems smart. Find a spokesperson that has something in common with your brand and your audience. Appear to be compassionate while you offer Lochte the second chance that no one else seems willing to give. Is the strategy really all that wise though? After Lochte's scandal made headlines in August, he lost a large portion of his fan base. Will this endorsement have an adverse affect of PowerBar or will it help the brand to built rapport with consumers by providing a relatable spokesperson?
Friday, February 3, 2017
Lochte Luck?
An integral part of many ad campaigns is the spokesperson selected to represent the company. That person will become the face of the brand and can ultimately affect sales. When choosing your spokesperson, it is important to do so wisely. When a scandal occurs, you must make some difficult decisions, which might include dropping your spokesperson. This was the case for Ryan Lochte, when at the 2016 Rio Olympics, he admitted to fabricating a robbery story that landed both him and his teammates in hot water. As a result, Lochte lost his four core endorsements. He did, however, gain one in the process.
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I had not yet heard about this campaign, but it seems like a very interesting approach. I agree that a brand should choose a spokesperson that possesses the same core values as the brand itself. In this case, it seems like a bold approach to endorse someone who has dealt with a scandal recently, but if second chances is the theme of the campaign, it may work well. It may also work well since it is being released at the beginning of 2017 when many people are working on their new years resolutions. Since this company is looking for redemption, taking a risk may be the only choice they have. It will definitely be interesting to see how viewers respond to this.
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