Campaigns We Love: Popstars and Popchips

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January 31st, 2013

She’s iconic. She’s eclectic. She’s simply, irrevocably, indescribably Katy Perry- and she’s also the new face of Popchips. Equipped with her signature bright eyes and even brighter hair, Perry shows her support of the all-natural chips in the latest Popchips campaign.

After an advertising fiasco with superstar Ashton Kutcher, Popchips looked to regain its momentum in the campaign industry with a friendly and familiar face. With songs such as “Teenage Dream” and “Firework” Katy Perry brings a certain sense of sass and girl power to each and every endeavor she tackles. Perry rocks each advertisement with a cute outfit and a  catchy slogan, such as “spare me the guilt chip” and “nothing fake about ’em.” Using an assortment of colorful ads, Popchips easily conveys a whimsically quirky message with added flare. As an advocate of a healthy lifestyle, Perry was, in fact, a wonderful accessory to the campaign itself.

But while stars such as Perry may openly support healthy lifestyles in nationwide campaigns, others have chosen an alternative path: one that promotes an unhealthy, junk food-infested way of living. Each year, hundreds of admired athletes join forces with companies that blatantly support poor nutrition. What message does this send to society?

Apolo Ohno, Olympic speedskater, proudly endorses Subway, posing with sandwich in hand post-competition. Sure, Subway may be seemingly healthy, but in reality, a 6-inch Italian sub from the popular chain contains an atrocious 1520 milligrams of sodium– not even including cheese, additional toppings, and the condiments that are so heavily slathered on. An ideal post-workout snack? Hardly.

Olympic swimmer Jessica Long has been featured in advertisements for Coca-Cola, gripping an ice-cold Coke while still in the pool. A single 20 ounce bottle of Coke contains 240 calories, 65 grams of carbohydrates, and 65 grams of sugar, making it far from ideal for an athlete to consume.

Celebrities possess the distinct ability to promote almost any item to their fan bases, even food. By encouraging fans, including children and young adults, to eat as the products they endorse, they are targeting a specific audience and potentially indirectly influencing the eating habits and lifestyles of many. Stars such as Katy Perry and Jennifer Aniston (of Smart Water) are using their abilities to promote the positive aspect of health advertisements, rather than joining forces with the negative, fast-food infested end of the spectrum. Perry’s Popchips campaign is not only whimsical and modern, but also an ideal example of Hollywood’s ability to positively market products.

 

 

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