The brand of margarine “I can’t believe it’s not butter” came onto United States shelves in 1986. Since then it has claimed labeling such as “No Trans Fat!” and, “Naturally Cholesterol Free!” in hopes of selling the product. The margarine vs. butter debate has been going on in the United States for quite some time and given some ‘False images’ to both products. Since the debate has heated down, the marketing strategy has moved from pointing the blame finger, to endorsements and other forms of mass communication. Ozzy Osbourne, the legendary rock star notable for his personal appearance and for biting the head off a bat at a live concert, signed to endorse this product.
The reason for Osbourne agreeing to promote and endorse this product confuses me because he does not seem like the type of person who cooks. Maybe if he had cooked the bat on stage before he bit the head off, this endorsement might hold SOME water; but it would still cause some confusion among others. The endorsement might have been successful, but it certainly doesn’t make me want to run out and buy a tub. The only way to tell if this endorsement was a success is if you were working on the marketing team for “I Can’t Believe It’s Not Butter”. However I can say that this endorsement did not have a negative effect, because you can still find this product on shelves nationwide. In a poll taken by City-data.com, 87.5% of the answers were “No!” to the question ‘Do Celebrities Influence Your Decision To Buy A Company’s Product” this poll is evidence for my argument that the commercials and endorsements are only there for entertainment. Most of the times when people see a funny commercial or see a funny add in a magazine they look for the celebrity. They want to see how low of a level they will stoop to just to make some money.
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