Hot on the heels of our own article right here, a survey by Conquest into 'The Dynamics of Celebrities and Brands' has revealed that Kerry Katona is considered detrimental to Iceland's credibility.
While Twiggy (Marks & Spencer), and jug-eared footy pundit Gary Lineker (Walker's Crisps) were considered to be credible and trustworthy, more than half of respondents said that Katona is not suitable to endorse the supermarket chain.
The survey outlined that brand owners should view celebrities as 'brands in their own right' and consider what damage personal trauma, tabloid scandal and poor perception could do to their credibility amongst consumers.
But do Iceland care?
Their new Xmas ad running in the breaks of z-list peep-show 'I'm a celebrity, get me out of here' adds a parade of ex-jungle celebs including Jason Donovan and Christopher Biggins to the chubby housewife double act of Katona and Colleen Nolan.
Need to see it to believe it? Knock yourself out...
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