Does Britney Spears Degrade The Cheetos Brand?

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.