Posted by Ana Terzi on October 29, 2010 11:30 AM
To keep a spooky momentum going on, how appropriate and timely it is to discuss brands capitalizing on the latest celebrity trend: Reincarnation by perfume.
The #11-ranked celeb in the Forbes 2010 Top Earning Dead Celebrities list has just released "his" first fragrance: Steve McQueen Eau de Parfum, a tribute to the American actor who passed away 30 years ago. McQueen’s brand equity is valued at $6 million, and his handsome mug already endorses watches, clothes, cars and motorbikes.
“Dead celebrities can do pretty much everything that they did when they were alive, with the technology we have today, except make a personal appearance,” explains Matt Delzell, a marketing account director with Davie Brown Talent, who specializes in pairing brands with celebrity spokespeople. “In the advertising world, these people are still very much alive. Brands are interested in dead celebrities because there is a more iconic feeling after someone passes away.”Continue reading...