Why Ghanaian Brands Prefer Celebrities for Adverts
Why Ghanaian Brands Prefer Celebrities for Adverts
Pepsi hired an origami artist to fold its brand logo into wrappers from the three food chains.
“The food wrapper artwork is intended to show “while we’re not on the menu, we’re always in the picture”. the company told the media.
In Ghana, brands with money do not hire origami artists, they splash cash on celebrities.
In an era when reality television dominates the ratings and anyone can become a social media superstar, the line between celebrity and a regular people is nearly alike.
That trend is carrying over into advertising, too.
Big brands including telecommunication companies that used to feature regular folks and made them stars because of how creative and impactful the ads were are now tapping into famous faces because of 1, numbers, 2, numbers, 3. numbers! ;)
Case in point, if you are a fan of one of the most popular TV shows on TV3, and Giovani announces its time for commercial break one thing is certain: the stars come out to play!
There's an ad with Jackie Appiah and John Dumelo, there’s an ad with Nana Ama McBrown, there’s an ad with Kwame Dzokoto and child star Tutulapato, there's one with BET Award winner Stonebwoy.
Looking at Ghana's ad space, clients are investing a lot.
These ads predominantly feature famous actors and actresses and mostly 360 campaigns which include Billboards, Radio ads, Social Media, and Influencer campaigns.
Why are brand splashing the cash?
Celebrities tend to be more appealing in ads for products that benefit from being associated with role models or someone the consumer aspires to be.
Products including cosmetics, clothing, investment, and even food are examples of products Ghanaians rush for when a known face is attached.
Celebrities also tend to be more effective in attracting the spotlight because they grab people’s attention, particularly in a cluttered media environment where the consumer is being bombarded with many messages with every commercial break, scroll or turn in the streets.
Also, the public is not the only audience that notice when a celebrity signs a deal; the media often also responds, which means additional free publicity for the star and the company.
The leading faces Ghanaian brands currently trust to peddle their products;
Nana Ama McBrown: Felicity Ama Agyemang, known as Nana Ama McBrown, is a Ghanaian actress, TV presenter, and music writer. She rose to prominence for her role in the television series Tentacles. The 43-year-old screen goddess who doubles has a host of UTV's SNL is working on brands including HiSense, McBerry Biscuit, Kubs Bofrot Puff Puff mix, Colarad, Royal Aroma Rice, Duffy Ohemaa Feminine Mixture, MiLife Insurance, and more.
Akrobetu Akwasi Boadi (born 18 November 1962), known as Akrobeto, is a Ghanaian actor, comedian and TV presenter. He has been featured in over 100 Kumawood movies and is known for the size of his nose. Akwesi Boadi is known in the showbiz industry as Akrobeto (who 'nose' tomorrow). The 58-year-old comedian in fronting ads including Vodafone, Hollard Ghana, Suzzy Herbal Center.
Lil Win Kwadwo Nkansah (born 15 April 1987) professionally known as Lil Win, is a Ghanaian artist, musician, actor, and comedian. He is the founder of Great Minds International School in Kumasi, Ashanti Region of Ghana. The 34-year-old actor has done ads for Kubs Bofrot Puff Puff mix
Master Richard Mikki Osei Berko (born 1973) is a Ghanaian-born actor. He played Master Richard in the TV series Taxi Driver and Dada Boat in Dada Boat. He has served as the assemblyman for the Ayidiki electoral area for one term and is also the executive director of Mediagold Productions in Ghana. He is the face of KabFam Limited's ads, Heaven Mosquito Coil, MTN, and more.
Seth Kwame Dzokoto is a Ghanaian comedian, actor, and politician. He is the host of the Edziban show on TV3; which explores Ghanaian food joints and cuisines. His passion for food as shown on the Edziban show shines through in ads for Lele Foods ads, Lucky Herbal Bitters, and more.
Honorable mention to all Ghanaian musicians including Kuami Eugene, Kidi, M.anifest, Sarkodie, and more!