Secondhand branding

Aligning with the music industry’s cast-offs

What?: Music branding on the cheap; why have the latest star when you can get half the quality at half the price?

* Rachel Stevens, formerly of S Club 7, has been chosen for the second time to be the face of CIBA Vision’s latest Focus Dailies campaign. The ‘smiling eyes’ campaign says that Focus Dailies provide Stevens with comfort and convenience whether ‘catching a guy’s eye’, ‘jetting from LA to London’ or ‘attending special events’.

* The girls of Liberty X have teamed up with Tampax to promote the brand’s latest line in tampons. The ‘feel great wear a skirt’ campaign offers “flirt tips and fashion advice from the girls” . Users can also collect points towards a selection of prizes. Up for grabs are a selection of high street shopping vouchers and a unique styling session with girls is also available.

So what?: Here’s a great music campaign idea – why not scrape the bargain bin for the music industry’s left-overs.

Jetting from LA to London? Attending special events? Maybe a few years back, but not so much these days for poor Rachel. There are two routes for ex- popstars – reality TV or direct low-end endorsements. Or, in the case of Myleene Klass, both. She had her celebrity TV moment and then went on to promote Marks & Spencer bikinis to great success.

Fast forward to 2012 and you can expect to see the 10th season of Heroes punctuated with adverts for Pete Doherty verruca cream and Lily Allen support underwear.

http://focusdailies.co.uk

www.beinggirl.co.uk