Krista Henry, Staff Reporter

Have a product to promote? Get a celebrity to do it. Personalities in music, film and comedy are some of the biggest sales pitchers. They pack 'star appeal' and countless corporate firms are using them as the hottest marketing strategy. Digicel, bMobile, WATA, the Family Planning Board, Sangster's Rum Cream, MoneyGram, RBTT Courts and many more firms are enticing their customers with star wrapping.

The use of celebrities in commercials and on billboards is not new. Courts, WATA and Bigga soft drinks are among the first firms to utilise celebrities in marketing campaigns. In a previous interview with The Gleaner, Zachary Harding, director of marketing for Wisynco, producers of WATA and Bigga soft drinks, claimed that their association with General B was the first televised advertising campaign to utilise a dancehall artiste.

Nearly a decade after those pioneering days in the late 1990s dancehall is permeating the marketing arenas. Macka Diamond has turned her signature 'money o' into 'rum creamy o' for Sangster's Rum Cream, while Beenie Man, Voicemail, Wayne Marshall and Bounty Killer have all enjoyed stints with bMobile. Ding Dong has danced for Digicel, Leftside and Esco delivered for WATA and Delano and Elephant Man have endorsed MoneyGram, while Nadine Sutherland has spoken up for Suppligen Soya.

It's all about endorsements

According to O'Neil from Voicemail, an artiste is no longer just a singer or DJ but a brand. He says, "it's all about endorsements. Rappers dun a endorse from long time. It's a big ting now. Endorsements is a must if your're a superstar; it build you up as a brand. Beenie is a brand, so is Bounty. They're not just artistes; you can use them to endorse anything."

Indeed even if the group doesn't have a popular song currently their faces are plastered on billboards and phonecards. It goes beyond that, as according to O'Neil, Voicemail makes guest appearances on outside broadcasts in different Caribbean region and the group's songs are being used for the latest ring tones. "We are consumers ourselves. Mi did always have a bMobile from when it was the fridges. Craig and Kevin just get theirs and they use it," O'Neil commented.

O'Neil confirms the benefits of being used for endorsements. "It will always work, market your stuff to kids if the artiste is of that calibre, young teenagers, dancehall fans, to target a different audience. For corporate Jamaica who doesn't care for this kind of music, they see us and ask who is this and their kids may say that's Voicemail and they will recognise our names, know our names from now on," he said.

Genuine image

Indeed, some celebrities just seem to offer a genuine image to the public. Nadine Sutherland, a spokesperson for Supligen Soya, says she uses the authentic product and as such is true to it. She says she uses soyabean products and would replace all lactose products with soya to enhance her healthy lifestyle. Sutherland reiterates that she cannot support a product she doesn't enjoy. "For me it's something I like. I don't think it makes my image better or worse," she said.

Courts has long branched out into using celebrities. "We use people in music for our road shows, for example Irie. We've also worked with Baby Cham, Macka Diamond, we've worked with Beenie Man for years. We identify people who are positive. We had stopped using Beenie Man because of the MoU thing, where we signed against violence and lewdity. We try to use people who are vibrant and strong who can draw a crowd, like Baby Cham who is strong and versatile. He sings without the lewdity," Gordon said.

The questions arises as to whether a firm can try to change the image of their spokesperson. Last year bMobile went through a controversial period with Beenie Man and Bounty Killer when, as a member of the Coalition of Corporate Sponsors, they disassociated themselves from any unacceptable behaviour by the entertainers such as the use of indecent language and discrimination against any group. That ban was lifted in January 2006.

They do what they want

However, if a company is to wear dancehall as a face for their products then do not expect the music or image to change. Voicemail's O'Neil says, "you have to retain your right to be an artiste. I don't think the companies should interfere with your image as an artiste. It nah go work; allow dem to do what they want. You can't hire a rapper who sing pure gun tunes and tell dem not to do it."

Firms such as RBTT Bank have chosen the more moderate entertainers for their commercials. However, they claim it is not a promotion strategy. According to Judith Forth Blake, head of marketing for RBTT Bank, they are trying to send a corporate message. "We use Richie Stephens, John Holt and Carlene Davis. Those celebrities are our customers and those ads run specifically during Rising Stars. The idea behind it is that older artistes in the business can pass on some advice to younger artistes. It was a kind of corporate message, because it's not as if our other campaigns run with celebrities, That is not our position," Blake said.

Wayne Marshall is another artiste who chose the route of message-driven endorsements. His image as a caring father is not hard to swallow in his 'Plan for 2' endorsement. He addresses the public with "my son is my inspiration, my reason for living and for making music. It isn't easy raising a child in this day and age, so let's be responsible parents. I have a plan ... Do you?"

The companies obviously have a plan and popular entertainers are critical to the big sales picture.