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In normal times, celebrity spokespeople help boost sales by imbuing brands with their winning personalities and desired attributes. The strategy, tried. The results, true.
These are not normal times.
As people across the country are stockpiling supplies, losing their jobs and grappling with the anxiety of an unknown future, resentment toward the nation’s A-list actors, athletes and musicians seems to be building. Much of what makes celebrities alluring—their power, wealth, health and beauty—has quickly become repugnant.
“In times of crisis, people tend to regress a level or two on the Maslow hierarchy,” said Stephen DiMarco, chief digital officer, Kantar.
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