Perhaps hoping to recreate some of the stir Nationwide created last year with Kevin Federline, Hershey's announced their participation in the 2008 Super Bowl with an ad featuring celebrity Carmen Electra. The NY Post is reporting that Hersheys has entered into a $400,000 endorsement contract with Electra. The actress is best known for her role on Baywatch and as a Playboy model.
Nationwide’s use of Kevin Federline last year showed how effective a controversial celebrity can be for a brand. Their ad featured K-Fed reminiscing about his rap career while working at a fast food restaurant. Nationwide promoted the ad heavily and released the ad on the website weeks before the game. The National Restaurant Workers Association issued a complaint stating that the ad "would give the impression that working in a restaurant is demeaning and unpleasant."
The resulting media coverage and social media discussions made Nationwide the most discussed advertiser before the game. An abstract of that report is available for free on our website.
There are no details available about any plans Hershey's might have to promote Electra before the game.
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