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JELL-Os New Celebrity JELL-O is one of the most famous brands in the USA founded a hundred years ago. JELL-O is a trademark produced a wide range of products from gelatin and desserts to snacks included about 160 items. Today it considered the most recognizable brand among snacks products in the USA and in the world. Over thirty years well-known actor and comedian Bill Cosby have represented this brand being its celebrity. Bill Cosby has worked for JELL-O quite along period of time being the favorite of the audience. Humorously the public called him a Most Famous Dessert.
This year, it is thirty years as Bill Cosby has a relationship with JELL-O being its spokesman. He began his cooperation with JELL-O at the middle of 1970 th starting his career with advertising puddings line. And over thirty years his face was on the millions of JELL-O advertisements. Bill Cosby is not just a face on the screen or wallpaper, he represents the whole era in the company development and history became an integral part of a company itself and belongings to the most recognizable faces of JELL-O and entertainment industry. Bill Cosby started his career as a comic actor becoming one of most popular television stars in thirty years late.
He played in many television shows, like The Cosby Show represented a family comedy genre watching by millions of people. To the year 2000 he was one of the stars in TV show Cosby comedy. All the families in America and Europe know his face. Also, having a very bright and memorizing appearance it was difficult to find more appropriate person for the JELL-O celebrity. But his time is up and in a time Bill Cosby will become history like other spokesmen including Andy Griffith, Lucille Ball, Jack Benny, Jim Nabobs, Paul Lynde, Jackie Cooper, Kate Smith and others whose story people can know visiting newly opened JELL-O museum. Companys authority decided to devote a part of the museum to Bill Cosby's celebrity naming him "the longest-tenured spokesman for any brand in history. " Bill Cosby has been on the top of popularity because of the his humor which uncovers lifes realities, confirming and promulgating family values and being loved by millions of people.
A great success in other fields like radio, TV shows and writing helped him to represent the brand. Being a great actor he seeks for new expressing methods of portraying his characters. But the main character was he himself. Over time he did become synonymous with the Jell-O brand name. Today it is difficult to say that his involvement in advertising increased sales much. That is why JELL-O needs to look for another celebrity.
The problem is that Cosby was very bright celebrity and millions of people cannot imagine their favorite gelatin desserts and puddings without him. Time is coming up, and it is regret to say but in a time JELL-O will need another person to occupy a post of its spokesman. Who it could be? It is not an easy decision to make for the companys brand managers. There are a lot of questions appear which should be answered before matching appropriate candidates for this position. The first one is a new person should follow Cosby style and manner of advertising or not.
Should he be a film star or not? Is it necessary to look for afro-American or not? Bear in mind rules of advertising policy and business matters it will be rational to find a person who will not bear complete resemblance with Cosby but keeping the main features of comic style. This should be a famous person who can be easily recognized by the audience.
One of the suitable candidates for this position could be a famous film star Jim Carrey. Jim Carrey belongs to the most popular film stars in the world. He achieved popularity as a comic playing crank characters to pleasure the audiences. He developed his unique style of comedy which brought him celebrity. Critics say that his style cannot be called a lambent humor because it is regarded as tasteless in many cases, but the aim is to amuse the common audience for the purpose to ridicule and uncover their own imperfection, but not provide high-flown jokes understandable only by cream of society. As for his biography many facts of it coincide with the Cosby's life.
When he was about fifteen years old he had to take a job to earn money for the family. This was the time when he developed such a character feature as peculiar sense of humour that help him to cope with many problem in his life further. At this time he started playing at Yuk Yuks, a comedy club where he began to improve his talent. The first flash of fame came to him only in 1990, when he received a role on the afro-Americans comedy show being an only one white actor in the cast. four long years passed before he became one of the most popular stars in the world.
The Funny Face, The Mask and Dumb and Dumber were the works changed his career forever. The characters of these films perfectly suited his manners and actor type. Jim Carrey became famous. Jim Carrey is a real character-actor belonging to so-called a wild style of physical comedy by critics.
His style of performing is unique and original. After some years of successful career as a comic actor he tried himself in another genre and proved to the critics and audience that he is not a comic to make a grimace. He starred in The Truman Show performed as a drama actor and being awarded a Golden Globe for the best role of portrayal a drama. JELL-O needs a celebrity like Jim Carrey. It cannot find the brightest person as he is. Being a comic and drama actor at the same time, he will bring fresh vision and novelty to the JELL-Os brand which is so urgent to it.
It is a well-known fact that any brand needs new ideas to remain best selling and popular one. Customers are tired a little bit of faces they watch every day in advertisements and on TV. They like to be impressed by changes they cannot expect. And the choice of Jim Carrey's candidate will do that. It is not necessary to choose a film star but who is the most recognizable person than an actor, having inherent talent to perform, good sense of humor and fans. Of course, Jim Carrey differs from Bill Cosby's comic style, but in this very case, it is an advantage because audience become sick and tired of the one and the same actors face during thirty years period.
From the other side the great benefit of Jim Carrey is that he is known not only as the rubber-faced prank guy but as a drama star performed in such works as The Truman show and The Majestic. He is a young white who can help to refresh old vision on the JELL-O products. Audience loves him for his triumph and ability to overcome difficulties. JELL-O needs to find a friend for all family and it is Jim Carrey. His gift for physical comedy will help JELL-Os brand to be promoted for the next thirty years. He is not only a best cast actor, he is a representative of a new generation with its life perception and problems, needs and wants.
It is a known fact that there is such notion as generation gap the confines of which lies between thirty years period of time. Generation gap means that humans values, priorities changed greatly in comparison with the ancestor generation. And new developed life philosophy bears little resemblance with the old one. JELL-O brand needs to be developed and keeps a breast of time to stay the favorite one for its customers.
Bear in mind that brand celebrity is not only a face on the TV screen, but a personality to be believed by millions of people, a leader who can persuade them that the products he advertised are of high quality and worth to be bought. It will be a good choice for the company to improve its image. Jim Carrey's smiling, grinning face could bring the company millions of dollars. Jim Carrey loved by millions of people, his face is recognizable around the world that is why it would be a great deal for JELL-O to have celebrity like he. The main advantage of Carrey's candidacy is that he could work more enthusiastically being young. He could promote the brand even better than Bill Cosby displaying active way of life.
According to the JELL-Os policy it promulgates leading a healthy of live by using its products which consist of natural ingredients. Youth is usually associated with health. And a young fellow like Jim Carrey will do the best to prove this slogan of JELL-O. A man of at seventy associates with wisdom and experience, but a young Jim Carrey will bring a fresh wind into a companys profile. So, if JELL-O starts looking for a new celebrity to represent its brand it will be difficult to find more appropriate figure than Jim Carrey. Being a great actor and film star he will be a pretty well representative celebrity of JELL-O brand marked a new era of JELL-O advertising.
If it will be so, Jell-O can even open a new line of products naming it, for instance, Cookies From Jimmy. It would be a great promotion for companys brand helping to maintain its popularity. References A turn to drama: Does Jin Carrey end up with comic carrey. The Times, 4 Sept. , Wed.
Entertainment, 2003, pp. 16 - 17. web
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