Analysis of a Celebrity Endorsement

Omega is a Swiss luxury watchmaker based in Biel/Bienne, Switzerland with a production rate of 240,000 watches produced annually. It was founded by Louis Brandt in 1848. Their brand is one of the most known and recognized watches in the world! Omega (Ω) is the last letter of the Greek alphabet and represents accomplishment and perfection - two qualities that exist in every Omega watch (Omega, 2008). Their watches are very popular and highly collectible, which holds a very distinctive place in many collector's showcases.

Omega's marketing practice is heavily depended on Celebrity Endorsements, that's why they are extremely careful and cautious of choosing their endorsers because if they become slightly careless of their decisions, their reputation might be ruined! However, Omega is a brand that has successfully used popular, well-known celebrities such as Nicole Kidman to create differentiations. Because of Nicole's great looks along with her clean and positive reputation in the Hollywood community, Omega has chosen her as their endorser to give a special touch of luxury to the brand. Nevertheless, I do find Omega to have a personality of their own aside from what Nicole brings out for them. In my opinion, giving a brand a "face" for Omega is more than just a marketing strategy to increase their sales, it is a decision that can and hopefully will change the future of the brand forever.


I believe that Nicole Kidman is an appropriate choice for Omega because she has the ability to endorse the product efficiently and positively to the targeted audience (which in this case would be older, upper classed, elegant and well-dressed people). Nicole Kidman is a very stylish, luxurious and mannerly figure, allowing her participation with Omega to lure in many consumers who look up to her classy lifestyle. Furthermore, Omega probably chose Nicole as their celebrity endorser because of everything that I have just stated above as oppose to, let's say, Britney Spears. Her lifestyle and personality leans more towards the "funky" and "wild" side. I'm guessing that if Omega was to use Birtney Spears as their endorser, they will definitely be attracting the wrong consumers. With that said, Omega has definitely chosen the right endorser for their brand because Nicole Kidman's advertisements will appeal to the right type of consumers!

REFERENCE:
Omega Watches History. (2008). Retrieved March 21, 2010, from
Interwatches.com website: http://www.interwatches.com/omega-history.

Celebrity Endorsement Deals Gone Astray
By Apryl Duncan

This article helps defend my point about how advertisers must be careful when choosing their celebrity endorser. For the reason that it might end up in turmoil, costing them a lot of money to overcome whatever the issue may be with the endorser.