VIVA GLAM: The Celebrity Appeal

Ever since the Viva Glam campaign was introduced in 1994, MAC has attracted many high profile stars to be apart of their cause. Celebrities such as Sir Elton John, Boy George, Christina Aguilera, Pamela Anderson, Dita Von Teese, Cyndi Lauper and Lady Gaga.

Here is a promotional video of Lady Gaga's Viva Glam campaign of 2011:

By using Nicki as an ambassador for Viva Glam, the campaign will appeal too many young female consumers. By using Ricky it will appeal to many gay men. This current campaign states that they both have teamed up to raise awareness among young people around the globe and by utilising both these pop stars they can widen their target market.  

There has been no controversy associated with this campaign. However, Dowling (2009) suggests there may be risks for the brand if the celebrity endorsing the product behaves bad. While this campaign was still ongoing, Nicki performed at this years Grammy Awards and the performance was regarded by critics as blasphemous and controversial. Read about it here. Belch et al. (2012, p.91) states that marketers must carefully choose a trustworthy source (in this case a celebrity) whom the receiver can identify or relate to. Fortunately, this matter is trivial and has not affected the campaign. 

Belch, G.E., Belch, M.A., Kerr, G. & Powell, I. 2012. Advertising: an integrated marketing communication perspective, 2nd ed, McGraw-Hill, North Ryde, New South Wales


Dowling, J. 2009. 'The power of celebrity endorsement', Sydney Morning Herald, 16 December, Available: http://www.smh.com.au/executive-style/management/the-power-of-celebrity-endorsement-20091216-kvsl.html (accessed 16 April 2012).