Popchips hopes to put more, well, pop in its chips by adding the pop singer Katy Perry to its roster of celebrity endorsers.
Ms. Perry, known for songs like “California Gurls,†“Firework†and “Teenage Dream,†is also becoming a minority investor in Popchips Inc. as well as a spokeswoman. In those dual roles, she joins stars like Heidi Klum, Ashton Kutcher and Jillian Michaels.
Ads featuring Ms. Perry, created by an agency named Zambezi, are to begin running over the weekend. They feature colorful, portrait-style photographs of her in upbeat poses.
The ads will carry headlines like “Spare me the guilt chip,†“Love. Without the handles†and, accompanying an ad in which Ms. Perry poses with two bags of Popchips in front of her chest, “Nothing fake about 'em.â€
The campaign is based “on the bigness and appeal of Katy's personality,†said Chris Raih, managing director at Zambezi in Lo s Angeles. The campaign, with a budget estimated at $2 million, will include the first national print ads for Popchips, to run in magazines like Cosmopolitan, Elle, People, Seventeen and US Weekly.
The national magazine ads reflect the growth of Popchips, said Keith Belling, chief executive at Popchips Inc. in San Francisco, as the brand is sold in the snack aisles of stores like Kroger, Safeway, Target and Walgreens.
There will also be digital banner ads, on Web sites like maxim.com and mtv.com. And there will be posters to appear outdoors and in malls in markets like Boston, Seattle and Toronto.
The arrival of Ms. Perry in the Popchips ads comes four months after the brand suffered a setback with a campaign by Zambezi that featured Mr. Kutcher playing four oddball characters.
Part of the campaign, in which he played an Indian named Raj, was abruptly withdrawn after widespread complaints in social media that his per formance was racist. As Raj, Mr. Kutcher wore brown makeup and used a sing-song accent.
“We're certainly expecting we won't have the kind of controversy†with the Perry campaign, Mr. Belling said.
No comments:
Post a Comment