Take two athletes. One features regularly on the back pages. The other shares time between the back pages and the social pages.
Which athlete do you think is more attractive for sponsors?
The second athlete of course. They have what advertiser’s call ‘reach’. They reach more demographics’ than the athlete who remains on the back pages.
There is no doubting the celebrity factor was a key influencer in Gillette’s appointment of Michael Clarke as an ambassador. This is Gillette’s first Aussie ambassador so you can be sure the decision was well researched. I’m guessing the bulk of Clarke’s responsibilities with Gillette lay in the use of his name, image and likeness for print ads and a possible TVC.
That means Gillette will look to take out ad space across as many mediums as possible. The more ‘reach’ an ambassador has the more cut through for Gillette.
Razors appeal to the fashion conscious guy as much as they do to the cricket fan. With Clarke’s celebrity profile, Gillette can run their ads in both Alpha Magazine and Men’s Style – with much the same impact.
Being a celebrity is nothing to hide from as long as you become a sports star before you become a celebrity. This gives your ‘celebrity status’ credibility. Ian Thorpe took a similar path and it seems Clarke is doing the same.
