Misty Harris of Canwest News Service profiled the difficulty some brands have when they receive an unwelcome celebrity endorsement, citing Britney Spears’ association with Cheetos as a prime example. “There isn’t an official association, and people recognize that,” says Melissa St. James, a leading expert on celebrity endorsement. “But it certainly could have a very subliminal effect. … It could degrade the brand.” A request for comment from Frito Lay wasn’t responded to, something St. James said was a wise decision by the company. “It only draws more attention to the association if they acknowledge it,” she explained. Read more.