Member Since: 6/7/2011
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Beyonce/Pepsi Most Talked About Celebrity Endorsement
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Pepsi/Beyonce and Chanel/Brad Pitt Battle for Most Celebrity Spokesperson Chatter: NetBase Evaluates Endorsement Buzz Winners
NetBase, the Social Intelligence Company, today announced the release of the latest Brand Passion Index (BPI), this month analyzing the seven celebrity spokespeople representing six consumer brands. Powered by the Insight Composer, the Index surfaced the behaviors, emotions and opinions from social media about the following commercial endorsements: Jessica Simpson for Weight Watchers, Jennifer Hudson for Weight Watchers, Beyoncé for Pepsi, Brad Pitt for Chanel No. 5, Ashton Kutcher for Nikon, William Shatner for Priceline, and Jennifer Aniston for Smartwater.
The BPI analyzing advertisements and their celebrity spokespeople found that consumers continued to ridicule the awkward monologue in Brad Pitt's debut ad for Chanel No. 5, and buzzed about Beyoncé's vivacious Pepsi ad from the Oscars. Online consumers chatted most about Beyoncé, generating 47 percent of the overall conversation about the seven spokespeople, and also had the highest Passion Intensity score (76) and a mid-range Net Sentiment score (29). Conversations about the performer's endorsement of Pepsi (70 percent positive) revealed that online consumers not only love the pairing of Pepsi and Beyoncé, but also the commercials and print ads.
Brad Pitt and Chanel were the next most buzzed about pair with 28 percent of the total spokesperson conversation, but also had the second lowest Net Sentiment score (-7) and a Passion Intensity of 44. Social media users ranted about his monologue-style commercial and how uncomfortable it made them feel. As for most disliked endorsement, Jennifer Hudson for Weight Watchers took the cake. Despite making up only 5 percent of the overall conversations, Hudson had the lowest Net Sentiment score (-12) as well as the lowest Passion Intensity score (16). Conversations (56 percent negative) revealed that online consumers feel inundated by Weight Watchers commercials featuring Hudson, and have grown tired of her endorsements.
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Beyonce's 10+ years Pepsi endorsement will be legendary!
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I expect nothing less for the King. 
SIS!!!