I just watched a commercial for some new Coke flavor (it was the one they ran during the Super Bowl) and it got me wondering if putting these high-priced celebrities in their ads really pay a dividend? I wasn’t at all induced to try the product. I like Jonah Hill and give Martin Scorsese props for some fine directing – but it doesn’t really move the needle toward me buying. Does it work on you?

I know that Taylor Swift advertises something where she is dressed up like a waitress and takes a hit of whipped cream but cannot for the life of me remember what they are selling. I did own a George Foreman grill back in the day but didn’t buy it because of him… I bought it because it drains the fat when you make a burger. The only reason I remember he was the celebrity endorser is because his name is on the product. I remember that Jennifer Aniston sold Smart Water and I have always had a crush on her, but I was already convinced that buying Smart Water was a Dumb Decision, so no sale.

I found this list of the 10 highest paid celebrity endorsement deals:

  1. Michael Jordan & Nike – $145 million (this year)
  2. David Beckham & Adidas – $160 million
  3. George Foreman & grill – $150 million
  4. Tiger Woods & Nike – $100 million
  5. 50 Cent & Vitamin Water – $100 Million
  6. LeBron James & Nike – $90 Million
  7. 50 Cent & Reebok – $80 Million
  8. Charlize Theron & Dior – $75 Million
  9. George Clooney & Nespresso – $70 Million
  10. Beyoncé & Pepsi – $50 Million

With the exception of owning that George Foreman grill 20 years ago, I don’t buy any of those products. Yes, I do own a pair of Reebok cross-trainers that I wear when weight lifting but that is only because they were a zero-drop crossfit shoe with a wide toe box… and more importantly, they were less than half price at the outlet center.

So what celebrity endorsements have worked on you? Or which endorsements at least increased your opinion of the product?

by Chris Doelle