Sudden Death Overtime—or Just Plain Old Overkill?
Does seeing Dennis Rodman for Pizza Hut make you pick that chain over another's? If *not*, you're part of a growing audience. Only 17% of consumers said they approved of celebrity endorsers—down from 27% in 1992. The survey (by Video Storyboards Tests) also noted that hugely paid stars like Shaquille O'Neal (Taco Bell) and Michael Jordan (McDonald's) "lack credibility" as product pushers. (Source: Restaurant Business)
And in a related story...
Taking The "Air" Out of Jordan?
Remember Omaha millionaire Phil Sokolof? He's the guy who publicly targeted fast food chains' use of tropical oils and beef tallow, eventually causing them to switch to 'healthier' fats? Well, he's baaaaackk --- and this time his taking aim at sports superstars who endorse those same fast food chains. On January 8, he took out full page ads in newspapers across the country. In the ads, he speaks out to golfer Tiger Woods and the Bulls' Michael Jordan to not endorse McDonald's, because doing so only helps them sell their "greasy, fat-filled sandwiches." Perhaps he didn't read the story above.