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I had seen the power of music during my time working on ad campaigns for Canadian brewers Labatt and Molson in the late 1980's and early 1990's. Molson Canadian set the bar high with their iconic music video style campaign for Canadian, and the rush was on for beer brands to try and jump it. However, it wasn't until I was working in the agency business with McCann in Asia Pacific, a few years back, that I really became aware of the power of celebrity.
You see in Asia, celebrities are used to sell everything. In many cases if a client did not have a relevant strategic idea they would default to using a celebrity. If you have been to Asia, you will know what I mean, as you are inundated with fresh faces (with signatures underneath them) on every street corner and flat panel HDTV set.
It is with this mindset that I attended an event put on by Trixstar and Axe Productions in their Edmonton warehouse this past weekend,. It was a great example of the power of celebrity, in that they sprung upon an anticipative crowd, season two American Idol winner
Ruben Studdard, and 1980's Canadian rockers
Streetheart. While neither of these acts are the biggest celebrities today, the mood at the event went up dramatically when they respectively hit the stage, making the event an even bigger success. The power of celebrity has arrived and Mike Anderson, Trixstar's CEO, knows this better than most in the Edmonton area.
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