Branding Arabic music video clips

Getting a celebrity endorser for a brand is not a new trend, but it’s proven effectiveness in Arab markets is turning it into a common practice with an extension nowadays into the music video clips of these celebrities!

Nawal Zoughbi, a popular Lebanese singer, is already a Pepsi endorsing celebrity and has already starred in her share of Arabic Pepsi commercials, but the Pepsi brand (logo) and actual Pepsi cans appear several times in her video clips!

In addition to Nawal, Pepsi has Several Arabic celebrities in its “stars portfolio” including even more popular artists like Haifa Wahby, Elissa, Amr Diab and the Star Academy graduates.

So, soon, we may see Pepsi branding their music videos too!

Nancy Ajram, probably the most famous female Arabic singer at the moment, is actually a Coca Cola endorser, but it’s her endorsement of a jewelry brand, Damas, which is demonstrating another form of brand-crossover-to-music-video. Damas Jewelry actually receive good exposure in one of her hit music video clips, that was then edited into a shorter version which became a TV commercial!

Moving on to the next trend, Clean & Clear- a beauty product targeting young females- happens to sponsor a music video clip of a newly launched girl’s band.

So, several music video related branding activities are appearing nowadays.

The question remains: How effective are these efforts? Will these brands gain or lose consumer confidence by this somewhat excessive exposure, which is rarely witnessed in the USA and Europe. Time will tell!

This entry was posted on Tuesday, March 20th, 2007 at 11:11 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.