Shoppers buy into celebrities name-dropping Cadbury, Red Lobster and Chapstick
Lorde is singing Cadbury’s’ praises.
The “Royals” singer Instagrammed a snap of herself biting into one of the chocolate-maker’s Creme Eggs on Tuesday captioned with, “we in london and i got my creme egg beeetch.”
She also gushed about the Easter treats on BBC’s “The Radio 1 Breakfast Show with Nick Grimshaw” that day, where they parodied her song “Green Light” to rave about the cream-filled candy eggs. The original lyrics, “Those great whites/they have big teeth/Oh, they bite you,” were sweetened to “The white cream/it tastes so sweet/when you bite it.”
“That is rich,” said Lorde, biting into one on camera.
Cadbury has been hungering for some positive buzz since it was slammed by misinformed shoppers recently, who accused it of being anti-Christian for sharing a photo noting its chocolate is suitable for halal diets. Some ranted about “Muslim appeasement,” and the brand was forced to respond to a barrage of angry tweeters that its sweets fit a halal diet the same way bread or water does, because select Cadbury products don’t contain animal products.
No word yet on whether Cadbury’s seen a boost in sales, but Lorde’s endorsement is already giving its rep an online boost. The YouTube clip of her radio show has been viewed almost 70,000 times, and her Insta has been liked more than 224,000 times, with fans commenting on how much they love the chocolate.
— Cadbury UK (@CadburyUK) March 28, 2017
Lorde is not the first celeb to prop up a pedestrian product with a lyric or tweet. These other brands were also blessed after being touched by an A-lister.
Red Lobster had a shell of a week last year after Beyonce name-dropped the seafood chain in her “Formation” video. Red Lobster CEO Kim Lopdrup said sales jumped 33% the day after the video dropped – which happened to be Super Bowl Sunday; not exactly a day known for getting your lobster bib on. Sales also increased “well into the double digits” two days later.
Legend has it that Katy Perry spiked cherry ChapStick sales 50% in 2008 with her sapphic hit single, “I Kissed a Girl,” where she crows about liking “the taste of her cherry ChapStick.” Speaking of lip balm, Miley Cyrus helped bump the ball-shaped EOS balms into the stratosphere by featuring them in her “We Can’t Stop” video in 2014. EOS landed fourth on a list of brands that Millennials love that year.
Remember Snoop Dogg’s 1993 hit “Gin and Juice,” where he raps, “Now that I got me some Seagram’s gin” with the refrain, “Rollin’ down the street … sipping on gin and juice?” A former Seagram’s rep noted that the brand was selling 3.3 million cases, but that spiked to 4 million by the late 1990s thanks to Snoop’s song. And Busta Rhyme’s 2001 track “Pass the Courvoisier” helped sales for that liquor brand bubble up 4.5%.
But one of the original product placement kingpins has to be Run DMC’s 1986 track “My Adidas,” which not only gave the triple-striped athletics brand a kick in sales – but the rap trio became the first hip-hop group to get a million-dollar endorsement deal.
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