Why More Male Celebs are Advertising Diet Products, According to This Wharton Prof
Americus Reed, marketing professor at University of Pennsylvania’s Wharton School, recently contributed his insight to an article in USA Today that explored diet firms’ trend toward utilizing male celebrity endorsements to promote their plans and products.
Male celebrities like ’80s wunderkind Rob Lowe (Atkins Nutritionals) and hip-hop producer DJ Khaled (Weight Watchers) have become the new male faces of these diets. Diet companies are shifting their advertising approach in order to draw in a male demographic and expand the reach of their products.
Women like Oprah Winfrey, Kirstie Alley, and Jennifer Hudson have been endorsing diet plans for decades, but the move toward male celebrity spokespeople is newer in the industry.
It makes sense that USA Today capitalized on Reed’s knowledge of consumers, as on his website, he is credited as the only “identity theorist” in Wharton’s Marketing Department. His research specifically addresses the effects of consumers’ senses of self on their shopping habits.
According to Reed, using celebrities to advertise is effective because fame comes with a great deal of power.
“Celebrity endorsements tap into that,” Reed says. ‘”I want to be like Rob Lowe, Kim Kardashian, Zac Efron, Taylor Swift. They use product X. I want to use X.’ It’s that straightforward of a persuasion.”
In reference to the company’s new marketing strategy, Scott Parker, the chief marketing officer of Atkins Nutrtionals, said, “We identified as a primary target for growth what we call self-directed people who are interested in eating better. The self-directed target is pretty evenly split between men and women … Clearly, needing to lose weight and lead a healthier lifestyle isn’t restricted to females.” Parker also indicated that Rob Lowe as a spokesperson appeals to both male and female demographics.
USA Today is not the first publication to benefit from Reed’s expertise. The New York Times and CBS Philly have quoted him in articles as well.
