Marketing love machine
July 4, 2007
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Samsung gets girl powered
What?: Girls Aloud are to be the new (heavily- airbrushed) face of Samsung. The group will endorse Samsung products including mobile phones and MP3 players alongside making personal appearances at Samsung events. Songs from the all-girl band will also be made available on Samsung’s Fun Club Web site, which has 2M subscribers.
Samsung have worked with the band before, having previously sponsored the Dublin leg of the group’s ‘Greatest Hits’ tour.
“We wanted to work with an artist that could give us instant access to millions of homes” said Anthony Marsella, chief marketing officer at Samsung.
So what?: Girls Aloud are not shy about putting their name to brand endorsements. Being a successfully man-made brand themselves advertising tie ins come easy. Cheryl Cole
has fronted campaigns for Coke Zero. Sarah Harding has a deal with lingerie manufacturer Ultimo, and the group has a multi million-pound contract with Unilever hair care brand, Sunsilk.
Whether its via a McDonalds music stick aimed at kids, underwear or consumer electronics, the band prove they can
transcend a multitude of age groups and markets.
Girls Aloud are one band that simply have nothing to lose from endorsements, proving that the band made on TV stays
on TV.
[...] moving into territory well established by Girls Aloud (Sunsilk, Kit Kat, GDH, Ultimo, Coke Zero, Samsung, to name but a few). As usual you wait for ages for a proper endorsement to arrive and then three [...]