Marketing Currents - Business and Marketing Current Events

From Jennifer Coolidge for E.l.f. to Fenty, beauty taps into Super Bowl marketing


On Thursday, E.l.f. Beauty announced that “White Lotus” star Jennifer Coolidge will be starring in its Super Bowl TV commercial that was co-written by the show’s creator, Mike White.

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Discussion Questions:

  1. What is influencer marketing?
  2. What is celebrity endorsement?
  3. What is the difference between the two?
  4. Which best describes Jennifer Coolidge’s relationship with E.l.f. Beauty?
  5. What is advertising?
  6. What are the different forms of advertising?
  7. What might be an advantage or benefit of TV advertising?
  8. What might be a disadvantage?
  9. Why do you think E.l.f. would want to feature Jennifer Coolidge in their Super Bowl commercial?
  10. Why do you think E.l.f. would invest millions to advertise during the Super Bowl?
  11. What is a brand?
  12. How would you describe the E.l.f. brand?
  13. What is positioning?
  14. E.l.f. describes itself as “an entertainment company that also sells makeup and skin care.” What does that mean and how might that represent a positioning strategy?
  15. Based on what you learned in this news story, what is Fenty Beauty doing to tie into the Super Bowl from a marketing perspective?
  16. Why do you think they want to have a presence during the Super Bowl?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.