When I discovered that Sofia Vergara would act as one of the celebrity endorsers for COVERGIRL, my immediate reaction was “Yes! I love her!”. While I don’t normally get excited for celebrity endorsers, Sofia Vergara has such a big, fun personality (as Gloria on Modern Family and as herself on the red carpet) that I couldn’t help but root for her.
Having the right celebrity endorse a product is almost like hearing a friend’s recommendation. There’s an implicit level of trust. After all, celebrities spend countless dollars and hours promoting a brand for us to remember and recognize them by–to feel as if we know them. And if an individual that I feel like I “know” tells me to buy a product, it carries more weight than some stranger. That’s why the most effective endorsements play into what the viewers “know” about a celebrity into the company’s product pitch.
In Sofia’s case, her brand is well-established. Funny. Loud. Columbiana. Flirty. Smiley. See how well her personality/brand shines through in the COVERGIRL commercial below.