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Young folks can be a tricky audience for a celebrity endorsement. Holding extravagant notions of their prospects, they don’t always feel much deference toward someone whose fame may merely precede their own. And they’re apt to resist the notion they should buy a brand merely because some flash-in-the-pan has been paid to pose with it. What’s smart about JanSport’s ongoing “back”-plus-“pack” campaign is that it doesn’t try to get too much mileage out of its celebs.
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