Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: Bodyarmor’s largest-ever campaign is a partnership with Jennifer Lopez for Bodyarmor Lyte two months after Carrie Underwood made her debut for the sports drink.

Source: – video report

Date: Mar 20, 2023


Questions for discussion:

  • What are the risks and benefits of working celebrities into ad campaigns, as illustrated by these examples in this report?
  • Besides the legal clauses mentioned, what else could marketers do to mitigate risk?
  • What do you think about the messaging in the ads mentioned in the article?