Woahhhhhhhh! Justin Bieber teaming up with Best Buy? What 16 year old girl has enough money to buy a smart phone? More importantly, what middle aged man will purchase a product endorsed by a teeny bopper? Don’t get me wrong, I love JB as much as the next pre-pubescent girl. However, Best Buy should have probably thought about their choice of celebrity endorsement a little bit more extensively. As far as I know, Best Buy’s target market is small business owners and tech-savvy middle class consumers. Is this Justin Bieber’s target audience? Definitely not! Also, in the same commercial, Ozzy Osbourne makes an appearance. Not only does he make an appearance, but he also expresses his lack of knowledge of technology. Clearly, Best Buy made a subpar choice when it comes to celebrity endorsements.
What kind of blogger would I be if I only criticized? A pretty bad one. Best Buy could have hundreds of people that represent their brand better than a 17 year old pop sensation from Canada. So, what am I recommending? Use somebody that is close to the age of their target market. A middle aged man that uses technology on a regular basis, provides for a middle class family and enjoys being the “cool dad” who knows everything about technology. Best Buy’s previous commercials featured middle aged mothers and fathers shopping for their children. You’ve confused enough people on your branding Best Buy, go back to the basics.
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