The Perfect Fit

When a company is choosing a celebrity endorser for their brand, the question at the top of their mind should be, is this celebrity a good fit?

Firms can feel like a proverbial Goldilocks trying to find the right celebrity endorser for their brand. One endorser might be too cold, irrelevant and fading into obscurity. One endorser might be too hot, riddled with scandals and an infamous reputation. The perfect endorser is not only famous but holds the respect and admiration of their fans.  Once a sound reputation is established, the next vetting process when selecting a celebrity endorser is establishing a clear connection to the product and why they would represent and strengthen the company’s brand.

Correspondence Bias

One of the reasons why celebrity endorsement is so powerful is the tendency for people to associate an individual’s actions, regardless of motivation, with their genuine personality.

The Association for Consumer Research found that despite the public knowing that celebrity endorsers were paid to promote products, they still demonstrated correspondence bias. Correspondence bias is the assumption that someone’s behavior is representative of their personality and not a result of a situation.

Most people logically know that celebrity endorsers are paid large amounts of money to promote a company’s brand, but researchers have found that this fact does not impede consumers correspondence bias. People still want to believe that celebrities are endorsing products because the celebrity genuinely supports the brands they are promoting.

Melding the Illusion

A bad celebrity endorsement product match is much like a director breaking the 4th wall.  Addressing the audience fractures the spell of the story and casting a celebrity endorser without a strong connection to the product gets people to wonder why this celebrity would really want to endorse this product. The fact that the celebrity was paid starts to creep into the consumer’s consciousness. It shatters the illusion that the celebrity and the brand are one in the same.

The ‘match-up hypothesis’ specifically suggests that the effectiveness depends on the existence of a ‘fit’ between the celebrity spokesperson and endorsed brand, (Till and Busler.)

The act of using a celebrity is not a guarantee that the product/service being endorsed will prosper. The thing being endorsed has to have a logical connection to the person representing that product. A standard formula in celebrity endorsement is to use a spokesperson that is in the same field as the merchandise. A classic example would be using an athlete to represent sports merchandise. Another common and effective use of celebrity endorsement is to match up the image of the spokesperson with the attitude of the brand. Chuck Liddell as a celebrity endorser representing a defense attorney’s firm is a perfect example.

4 Reasons “The Iceman” is the Perfect Celebrity Endorser for Your Firm

Celebrity Endorsements Work

A recent study by the Harvard Business School found that a celebrity endorsement can increase your sales by 20-40%. The study went on to explain that most firms aim to be seen as leaders in their fields; associating with an athletic champion cements the correlation between the athlete’s success and the expertise of the company being advertised. Celebrity endorsement is viewed as receiving advice from a valued friend. 85% of people surveyed felt that celebrity endorsements increased their predilection and confidence in a product or service, according to a survey discussed in the book Contemporary Ideas and Research Marketing.

Chuck Liddell, High Profile Celebrity Endorser

The name Chuck “The Iceman” Liddell is synonymous with Mixed Martial Arts (“MMA.”) He is a pioneer of the sport and helped popularize the fighting form in the late 1990’s and early 2000’s. His sprawl-n-brawl style made him a fan favorite and paved the way for his mainstream media success. Since 2010, Chuck has been paid millions of dollars to appear in commercials for some of the largest companies in the United States; including his Kia Optimacommercial which aired during the Super Bowl.

Why Choose Celebrity Endorsement?

The average person’s attention span is around 8 seconds. A goldfish has an attention span of 9 seconds. In order to reach potential clients, you need to not only capture their interest but also make an impression to stay in the forefront of their minds. People are inundated with over 5,000 advertisements per day. Of those 5,000 advertisements, only 153 are absorbed by the subconscious. Of those 153 advertisements, only 86 advertisements register in the conscious mind. Out of all the daily advertisements that were experienced by the consumer, only 12 will make an impression. Celebrity endorsements can cut through the marketing clutter, build credibility, and increase sales.


TigerShark Studios is offering a unique opportunity to partner with Chuck Liddell for only $3,950.00 per month with a one-year agreement. This price is a small fraction compared to what Chuck would charge without TigerShark Studios’ special deal.  This opportunity is only available to one law firm per DMA. Don’t hesitate, put Chuck in your corner and call (877) 844-3557 for more information today.

Chuck Liddell: Who’s in your corner?

Put Chuck “The Iceman” Liddell in your corner and develop a strong, legal advertising campaign. TigerShark Studios offers DMA exclusive advertising strategies that feature Chuck as your celebrity endorser. Our standard package is $3,950 per month and consists of 4 Screen Actors Guild (SAG) certified commercials. Cut through the advertising clutter and reach your audience with Chuck in your corner.

Interested in Chuck “The Iceman” Liddell as your own personal celebrity spokesman? Call TigerShark Studios at (877) 844-3557.