Celebrity endorsements are not a new thing. This extremely effective form of marketing is believed to have originated in the 1760's when Josiah Wedgwood and Sons, producers of pottery and chinaware, used royal endorsements as a way to demonstrate value to potential customers. Towards the end of the 19th century, trading cards that had images of celebrities and well known individuals were introduced. Actors, singers and sports celebrities were incorporated into product packaging and were collected by fans. Cigarette brands leveraged celebrity trading cards as a way to create product loyalty and increase demand from customers who wanted to collect all the different cards.
Celebrity endorsements became increasingly effective and popular in the 1900's reaching a breakthrough point in the 1980's when companies began creating products around celebrities. One of the most well known examples happened in 1984 when Nike designed a shoe around then up and coming basketball star Michael Jordan. From that point on, celebrity endorsement became mainstream. There are numerous examples of celebrity endorsements that set companies apart, including Priceline (William Shatner), Smart Water (Jennifer Aniston), Beats (Dr. Dre), Godaddy (Danica Patrick), Vitamin Water (50 cent), Calvin Klein (Brooke Shields), Weight Watchers (Oprah Winfrey), George Foreman Grill (George foreman), Shoedazzle (Kim Kardashian), Jell-O (Bill Cosby), and perhaps the greatest ever - Kyrie Irving as Uncle Drew for Pepsi.
We do not match celebrities with startups for the sake of matching. We match you with celebrity partners that are an authority figure in that specific startup's space and our audience research tools show that they are likely to influence the relevant audience and viewed by that audience as someone they should trust. We believe this is the key to a successful relationship.