DEL MONTE PINEAPPLE JUICE

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                    [ArticleID] => 156756
                    [Title] => Celebrity Endorsers: Is the huge investment worth the risks & rewards?
                    [Summary] => What happens when a celebrity endorser gets involved in a public scandal or, worse, dies? Will the product lose consumer support or perish? What will Talk & Text advertising execution be after Rico Yan’s untimely death? Where will Enervon Prime go after the brutal murder of Nida Blanca?  Is the huge investment in the celebrity advertising approach worth the risks and the rewards?


                    [DatePublished] => 2002-04-10 00:00:00
                    [ColumnID] => 133905
                    [Focus] => 0
                    [AuthorID] => 1174371
                    [AuthorName] => Bong R. Osorio
                    [SectionName] => Lifestyle Business
                    [SectionUrl] => business-life
                    [URL] => 
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Celebrity Endorsers: Is the huge investment worth the risks & rewards?

By Bong R. Osorio | April 10, 2002 - 12:00am

What happens when a celebrity endorser gets involved in a public scandal or, worse, dies? Will the product lose consumer support or perish? What will Talk & Text advertising execution be after Rico Yan’s...

Lifestyle Business