Recruiting Smart Celebrity Spokespeople


The PR team for the Smart Spot Dance program couldn’t just pick any random public figures in the hopes that they would make the requisite splash; they had to pick the right ones. These turned out to be TV star Mario Lopez, famed choreographer Maria Torres and Tony Award-winning performer LaChanze, according to PepsiCo’s communications VP, Lynn Markley.

“We wanted real people to resonate with the community,” she explains. “We felt we did that with Mario Lopez, who was and continues to be a hot personality in the Latino and mainstream communities, and then Maria Torres, who really carried the program. She was a real woman. She was voluptuous and not a typical skinny dance instructor. Maria resonated with the urban communities and moms—and LaChanze is a mom. The talent has to be reflective of the target audience: They have to be genuine and believe in the message. The three of them did. They walked the talk.”

Contacts: Mike Rosen, Mike.rosen@cbprusa.com, Lynn Markley, lynn.markley@pepsico.com




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.