Celebrity endorsements can supercharge brand awareness — but only when done right. The wrong partnership can feel disjointed or even damage credibility. The best endorsements, however, go beyond surface-level fame. They connect, resonate and feel like a natural extension of both the brand and the star.
Here are four traits senior marketers should prioritise when choosing the right celebrity to endorse your brand.
1. Genuine Connection Beats Campaign Gloss
It’s not enough for a celebrity to look good in your product — they need to feel like they actually believe in it. A celebrity endorsement works best when there’s a natural synergy between the person and the brand’s values.
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Robert Irwin for Bonds
Robert Irwin for Bonds is a seamless fit. His laid-back, outdoorsy persona aligns with Bonds’ classic Aussie identity. The fact that he mentions the brand casually — even during his wildlife shows — only reinforces the authenticity. It’s not a pitch. It’s a reflection of his lifestyle.
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2. Unapologetic Personalities Break Through the Noise
When a celebrity is boldly themselves, it signals confidence and integrity — traits that audiences admire. Brands that align with these personalities benefit from an image boost and stronger audience trust.
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Bretman Rock for Cécred
Cécred, Beyoncé’s haircare line, partnering with Bretman Rock was a masterstroke. While Bretman is a celebrity in his own right, he’s also known for his unfiltered, unapologetic persona — which resonates deeply with Cécred’s message of embracing textured hair and self-expression. It’s not just promotion; it’s purpose-driven alignment.
3. Cultural Fit Is Crucial — Not Just Reach
The best celebrity endorsements make people say, “Of course they’re working together.” A mismatch can feel jarring or opportunistic. Marketers should consider whether the celebrity feels like they belong in the brand’s world, not just on its billboard.
Pedro Pascal for Apple AirPods
Pedro Pascal’s partnership with Apple’s AirPods is a perfect example of cultural fit in celebrity endorsements. While Pascal is known for his versatility and deep emotional range as an actor, his collaboration with Apple feels entirely natural. In the ad directed by Spike Jonze, Pascal’s character navigates the emotional journey of a breakup, using the AirPods’ noise cancellation feature to escape the weight of his surroundings and transform his experience. This aligns seamlessly with Apple’s brand ethos of creating technology that enhances the user’s life through intuitive, human-centered design. Pascal’s relatable and grounded persona resonates deeply with Apple’s focus on connectivity, ease, and emotional engagement. It wasn’t just about his popularity — it was about the worlds of technology and emotion coming together effortlessly.
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4. Build a Legacy, Not Just Launch Day
Endorsements shouldn’t be one-hit wonders. When done well, they form part of a long-term brand story. The longer a celebrity is associated with your brand, the more natural and believable the connection becomes.
Ongoing partnerships allow for richer, layered storytelling — from seasonal campaigns to co-created products or behind-the-scenes content. Think of it as brand ambassadorship, not just a cameo.
Sharon Au for Fragrance
Sharon Au, a well-known local celebrity and media personality, has built a significant legacy with Fragrance Ba Kwa, a popular Singaporean snack brand. Her partnership with Fragrance Ba Kwa has been one of the longest-running collaborations in Singapore’s influencer scene, cementing her as a trusted ambassador. The long-term nature of this partnership has helped Fragrance Ba Kwa maintain a solid and loyal customer base, enhancing its cultural relevance and trust within the Singapore market.
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Final Thought
Celebrity endorsements aren’t just about headlines or hashtags. They’re about brand identity. Choose people who don’t just represent your brand — choose those who elevate it.
