Thomcult: The biggest pitfall of celebrity endorsement, making it something of a wild card, is that it is very easy to alienate consumers when they are being sold a product by someone that they do not like, respect or even know about. Furthermore, as soon as that celebrity becomes a spokesperson for your brand they need to keep up their good (or atleast current) behaviour to keep in line with the rest of the comms strategy. It's no use hiring a teen pop star to push the next Nintendogs game only for her to be found with an ounce of cocaine and ruined by an unwanted pregnancy. As she plummets from stardom into notoriety she will undoubtedly drag any communications strategy she is attached to with her.
