Popular Music Celebrity Endorsements in Food and Nonalcoholic Beverage Marketing
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Popular Music Celebrity
Endorsements in Food and
Nonalcoholic Beverage Marketing
Marie A. Bragg, PhD,a,b Alysa N. Miller, MPH,a,b Juleen Elizee, MPH,a Shatabdi Dighe, MPH,a Brian D. Elbel, PhD, MPHa,b,c
BACKGROUND: Food and beverage marketing has been associated with childhood obesity. We abstract
quantified the number and type of food or beverage brands promoted by music celebrities,
assessed the nutritional quality of the products, and examined Teen Choice Award data to
assess the celebrities’ popularity among adolescents.
METHODS: This was a descriptive study. A list of music celebrities associated with the
2013 and 2014 Billboard Hot 100 Chart, which ranks songs according to sales and radio
impressions, was compiled. Data on celebrity endorsements were gathered from official
company Web sites, YouTube commercials, an advertising database, and media reports.
Nutritional quality of foods was assessed according to the Nutrient Profile Index, whereas
nonalcoholic beverages were evaluated based on calories from added sugar. Teen Choice
Award nominations were used to measure the celebrities’ popularity among adolescents.
RESULTS: Of the 590 endorsements made by the 163 celebrities in the sample, consumer goods
(eg, fragrances, makeup) represented the largest endorsement category (26%), followed
by food and beverage (18%) and retail (11%). Sixty-five celebrities were collectively
associated with 57 different food and beverage brands owned by 38 parent companies.
Of these 65 celebrities, 53 (81.5%) had ≥1 Teen Choice Award nomination. Forty-nine
(71%) of the 69 nonalcoholic beverage references promoted sugar-sweetened beverages.
Twenty-one (80.8%) of the 26 endorsed foods were energy dense and nutrient poor. Baauer,
will.i.am, Justin Timberlake, Maroon 5, and Britney Spears had the most food and beverage
endorsements.
CONCLUSIONS: This study demonstrates that music celebrities who are popular among
adolescents endorse energy-dense, nutrient-poor products.
NIH
aDepartment of Population Health, New York University School of Medicine, New York, New York; bNew York WHAT’S KNOWN ON THIS SUBJECT: Exposure
University College of Global Public Health, New York, New York; and cNew York University Wagner School of to unhealthy food advertisements is associated
Public Service, New York, New York with excessive consumption. Studies have shown
Dr Bragg originated the study idea and design, helped with data acquisition and analyses, led the that celebrities’ food endorsements promote
writing of the manuscript, and had full access to all the study data; Ms Miller, Ms Elizee, and Ms higher product preferences. Research has also
Dighe helped with the data acquisition and analysis and provided feedback on the manuscript; Dr demonstrated an association between familiarity
Elbel helped interpret the results and provided critical feedback on drafts of the manuscript; and with songs mentioning alcohol and drinking behaviors
all authors approved the final manuscript as submitted. in adolescents and young adults.
DOI: 10.1542/peds.2015-3977 WHAT THIS STUDY ADDS: The study examines the use
Accepted for publication Apr 15, 2016 of music celebrity endorsements of food and beverage
Address correspondence to Marie A. Bragg, PhD, 227 East 30th St, Room 622, New York, NY 10016. products. Furthermore, it assesses nutritional
E-mail: marie.bragg@nyumc.org value of endorsed products and the popularity of the
celebrity endorser among adolescents.
PEDIATRICS (ISSN Numbers: Print, 0031-4005; Online, 1098-4275).
Copyright © 2016 by the American Academy of Pediatrics
To cite: Bragg MA, Miller AN, Elizee J, et al. Popular Music Celebrity
Endorsements in Food and Nonalcoholic Beverage Marketing. Pediatrics.
2016;138(1):e20153977
Downloaded from www.aappublications.org/news by guest on January 8, 2021
PEDIATRICS Volume 138, number 1, July 2016:e20153977 ARTICLEThe Institute of Medicine and surgeon and young adults.19 These findings adolescents and food marketing is
general have stated that individual- are consistent with industry data needed, especially in recognition
level health-promoting behavior showing that celebrity endorsement of adolescents’ unique standing
changes are very difficult to achieve campaigns are more likely than as impressionable consumers
because of the current unhealthy noncelebrity campaigns to lead to with more purchasing power and
environment.1 Food and beverage substantial increases in immediate independence than their younger
marketing has been identified profits and long-term increases in counterparts.26,27 In fact, research
as a significant environmental profitability.20 Given the high level demonstrates that adolescents can be
contributor to childhood obesity.1–6 of brand exposure created by these highly impulsive with purchases, in
Exposure to food marketing multi–million-dollar endorsement part because of peer pressure,28
promotes excess consumption, deals, public health experts have fear of negative evaluation,28
increased purchase requests, and expressed concern over the and underdeveloped self-control
higher preference for the product potential effects of these marketing systems.29 This descriptive study
among children and adults.2–5 A techniques on adolescents, who was designed to examine the use
cued-recall assessment demonstrated represent a vulnerable population of music celebrity endorsements
that fast food advertising receptivity well attuned to popular music of food and nonalcoholic beverage
(ie, exposure and response to ads) trends. Indeed, grassroots action and products. We aimed to determine
is associated with youth obesity.7 media attention regarding celebrity the number and type of music
Food and beverage companies athletes’ endorsement of tobacco celebrity endorsements, evaluate
spend $2 billion annually on youth- have coincided with declining the nutritional quality of endorsed
targeted advertisements.1 Public tobacco endorsements21,22 and could products, and assess how popular
health experts have called for a shift provide useful lessons for addressing these music celebrities are among
toward marketing messages that music celebrities’ endorsements adolescents and the general public.
encourage consumption of healthy of unhealthy food and beverage
foods and beverages and policies to products.
establish protective thresholds for
The food industry capitalizes on METHODS
food marketing exposure targeting
music celebrities’ popularity with
youth.8–12
youth by engaging in multi–million- We listed the top 100 songs that
dollar endorsement deals. In appeared on the 2013 and 2014
Research has shown that the use of
2012, Beyoncé Knowles signed an Billboard Hot 100 Chart, which
celebrity endorsements in marketing
endorsement deal with Pepsi worth ranks the year’s “most popular
can enhance brand equity and the
an estimated $50 million, and Justin songs across all genres, ranked by
desirability of a product, leading
Timberlake received an estimated radio airplay audience impressions
consumers to more positively
$6 million for his involvement as measured by Nielsen Music,
associate with, and easily recognize,
in the McDonald’s “I’m lovin’ it”
brands.13–15 This effect is particularly sales data as compiled by Nielsen
tune.23,24 In addition, beverage
relevant in the context of music Music and streaming activity data
industry publications credit Latino
celebrity endorsements because provided by online music sources.”30
rapper Pitbull’s endorsement of Dr
adolescents ages 12 to 18 years These songs were used to identify
Pepper with 4.6 million advertising
report spending almost 2 hours celebrities associated with various
impressions (ie, any views or
listening to music each day,16 endorsements. Some celebrities
exposure to ads) and boosting
and black and Latino youth spend appeared multiple times on the
Dr Pepper sales among Latinos
3 hours listening to music daily.17 lists, and some songs had multiple
by 1.7%, despite overall declines
This frequent exposure is notable celebrities listed as performers.
in carbonated soft drink sales.25
in the context of previous research Thus, we identified 163 unique
Although this instance is anecdotal,
that showed that 20% of popular music celebrities for the study. We
it is important to note the industry
US songs mentioned alcohol brands then cataloged every endorsement
perceives it as an example of effective
and associated alcohol with positive associated with each music celebrity
celebrity endorsements.
consequences (eg, wealth, sex, between 2000 to 2014 by searching
luxury).18 This exposure is linked to Recent food marketing research for celebrity names on AdScope, an
self-reported alcohol consumption, has focused predominantly on advertisement database that contains
with 1 study demonstrating that childrenannouncements in news media enabled us to create a comprehensive children in the United Kingdom. One
sources. profile that portrays a fuller picture limitation of the NPM is that it codes
After we listed endorsements of their prominence as an endorser. some sugar-sweetened beverages
associated with each celebrity who YouTube videos in languages (SSBs) as healthy. Therefore, we
appeared on the 2013 and 2014 other than English were excluded. coded nonalcoholic beverages
Billboard Hot 100 Chart, a research Viewership data for YouTube videos into 11 drink categories, 3 sugary
assistant blind to the purpose of the represent the total number of views drink subcategories, and 5 other
study sorted all endorsed brands into as of January 2016. drink categories as outlined in the
the following 11 categories: food and Rudd Center’s Sugary Drink FACTS
nonalcoholic beverages, automotive,
Nutritional Analysis Report.37
consumer goods (eg, makeup, We reviewed all advertisements In some instances, celebrities
headphones), communications (eg, featuring endorsements by music endorsed a brand that did not
cell phone companies), finance (eg, celebrities in the sample. A celebrity mention a specific product or a
credit cards), sports (eg, Nike), retail, was considered to endorse a product brand that offered mixed meals (eg,
tobacco and alcohol, services (eg, if an advertisement featured the fried chicken, biscuits, cole slaw)
Google), airlines, and other. These celebrity, the celebrity’s song, or a that could not easily be entered in
categories were developed on the music group to which the celebrity the NPM formula. In those cases, we
basis of the sponsorship categories formerly belonged at the time of generated the NPM scores based on
created by the marketing firms.31 the endorsement. The nutrition the Rudd Center’s Fast Food FACTS
To assess the popularity of these information for products associated Report,38 a comprehensive analysis
music celebrities among adolescents, with celebrities’ endorsements was of all menu items for a variety of food
we compiled a list of music collected from official company Web and nonalcoholic beverage brands. In
celebrities who appeared on the sites or actual nutrition labels. cases where data were not available
Teen Choice Award nomination A nutrition score for each endorsed through the FACTS report, we
lists between the years 2000 and food product was generated from assessed the nutrition information
2014. The Teen Choice Awards is Nutrient Profile Model (NPM). The for every food product associated
an annual awards show that uses NPM was selected because it has with that brand and averaged the NPI
adolescent viewers’ votes to honor been used in food marketing research scores of the entire line of products
celebrities in music, movies, sports, studies and is used as the standard listed on the company Web site.
television, and fashion.32 We then for child-targeted food marketing Five companies (Chili’s, Pizza Hut,
created endorsement profiles that in United Kingdom.33–35 The NPM Longhorn Steakhouse, Wingstop,
indicated the number and type of provides a score that represents the and Michael Jackson’s Premium
endorsements associated with each healthfulness of each food product Chocolate) were excluded from the
celebrity in the sample and the based on nutrient content. Foods nutritional analyses because the
number of times each celebrity was gain points for nutrients that should serving size information for most
nominated for a Teen Choice Award. be limited (calories, saturated fat, items was unavailable or unusable
To assess the general population’s sodium, or sugar) and lose points (eg, “serving size equals one slice”).
exposure to the celebrities and for nutrients that are encouraged
their food and nonalcoholic (fruits, vegetables, nuts, fiber, and Marketing Analysis
beverage endorsements, 2 raters protein). Higher scores represent
independently searched YouTube for less healthful products, whereas To assess the popularity of the
the celebrity and product or company lower scores represent products with celebrities among adolescents, we
name and cataloged the number healthy qualities. To translate the compiled a list of music celebrities
of views associated with each of NPM score to an easy-to-understand nominated for a Teen Choice Award
the videos. Inclusion criteria for scale, the final NPM score was between the years 2000 and 2014.
YouTube videos consisted of official converted to a Nutrient Profile Index We cross-referenced the list of
commercials, promotional videos, or (NPI), where 1 is the worst nutrition Teen Choice Award nominees
music videos in which the celebrity, score and 100 is the best score. The with celebrities in our sample who
their song, or the endorsed product NPI has been used in previous food endorsed food and nonalcoholic
was featured that were uploaded marketing research.36 The NPI uses beverages. To assess broad audience
between 2000 and 2014. Even the following formula: NPI score = exposure (ie, adults, adolescents,
though the Billboard Hot 100 list is −2 × NPM score + 70. A score ≥64 children), we quantified the
restricted to 2 years for our study, is considered the threshold for number of YouTube video views
capturing 14 years of endorsements products that can be advertised to associated with the celebrities’ food
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PEDIATRICS Volume 138, number 1, July 2016 3and nonalcoholic beverage brand TABLE 1 Music Celebrities Ranked by Number of Food or Beverage Brand Endorsements
endorsements. Music Celebrity Endorsed Food or Beverage Number Mean NPI % of Endorsements
Brands of Food or Score That Are Food or
Beverage for Food Beverage Brands
RESULTS Endorsements Productsa
We identified 590 endorsements Baauer A&W Restaurants, Dr Pepper, 5 50.43 71
Hot Pockets, Red Bull, Pepsi
associated with 163 unique music
Regular
celebrities in the sample. Consumer will.i.am Coca-Cola, Doritos, Dr Pepper, 4 42.59 15
goods was the largest endorsement Pepsi Regular
category (26%), followed by food and Britney Spears GG Tea, McDonald’s, Pepsi 3 48 27
nonalcoholic beverages (18%) and Regular
Justin Chili’s,b McDonald’s, Pepsi 3 46.75b 25
retail (11%). We cataloged 107 food
Timberlake Regular
and beverage brand endorsements, Jessie J McDonald’s, Pop Tarts, 3 34.18 100
although several brands appeared Cadbury’s
multiple times because multiple Pitbull Dr Pepper, Pepsi Regular, 3 70 30
celebrities endorsed the brand. Sheets Energy Strips
Maroon 5 Coca-Cola, Snapple 2 — 18
Overall, full-calorie soft drinks
Chris Brown Got Milk, Wrigley’s Doublemint 2 46.89 100
were the most commonly endorsed Snoop Dogg Hot Pockets, Monster Energy 2 52.67 20
food or nonalcoholic beverage Psy Wonderful Pistachio, 2 48 33
product. In contrast, water- Nongshim Shin Ramyun
related endorsements appeared 3 Black Cup
Shakira Pepsi Regular, Activia 2 71.46 40
times in the form of a Brita filter
Carrie Vitamin Water, Hershey 2 27.88 40
endorsement, CORE Hydration, Underwood
and WAT-AAH!’s water brand. The Usher Honey Nut Cheerios, Twix 2 33.9 50
celebrities with the highest number Juicy J CORE Hydration, Red Bull 2 — 100
of food and nonalcoholic beverage Katy Perry Pepsi Regular, PopChips 2 51.86 22
Blake Shelton Pepsi Regular, Pizza Hutb 2 b 40
endorsements were Baauer (N = 5),
Nelly Honey Nut Cheerios, Mike 2 44.23 50
will.i.am (N = 4), Britney Spears and Ike
(N = 3), Justin Timberlake (N = 3), Macklemore Cracker Jack, Dr Pepper 2 39 20
Maroon 5 (N = 3), Pitbull (N = 3), and One Direction Nabisco, Pepsi Regular 2 43.47 29
Jessie J (N = 3) (Table 1). Ne-Yo Pepsi Regular 1 65.67 40
—, indicates that the artist only endorsed beverage products, meaning NPI scores did not apply.
Endorsements by Food or Beverage a Lower scores represent less healthful foods.
b Complete nutrition information was unavailable for this company, so it was excluded from analyses.
Brand
There were a total of 107 food
(ie, diet beverage or water), and 13 endorsements were unique because
and beverage endorsements in
references were associated with several brands (eg, McDonald’s) were
the sample, associated with 38
verbal mention of the brand or image endorsed by multiple celebrities.
parent companies. Fifty-one music
of the parent company logo (ie, no Fast food was the largest category
celebrities were associated with 69
product shown). Full-calorie soft of food endorsements (N = 6), with
beverage references in 63 beverage
drinks were the largest category of McDonald’s accounting for the most
advertisements (ie, ads were defined
endorsements overall (N = 33). In food endorsements in the sample. The
as television commercials, print ads,
terms of company prominence in remaining endorsements involved
or promotional videos [eg, concert
endorsements, PepsiCo endorsements chips, candy, cereal, non–fast food
sponsored by Pepsi]) (Table 2).
appeared most frequently (N = 23), restaurants, and miscellaneous snacks.
The number of references (ie,
followed by the Coca-Cola Company There were no endorsements for
references were defined as the image
(N = 8) and Dr Pepper Snapple fruits, vegetables, or whole grains, but
of beverage can or bottle, verbal
(N = 4) (Table 3). Seven no-calorie one celebrity endorsed Wonderful
mention of the brand, or image of the
nonalcoholic beverage endorsements Pistachio, which was the only food
parent company logo) exceeds the
included diet soft drinks (N = 5), product with a healthy score (66/100).
number of ads because 5 of the ads
included a reference to multiple types water (N = 1), and milk (N = 1).
Nutritional Quality of Celebrities’
of beverages (eg, Pepsi ad showing Endorsements
both Pepsi Regular can and Diet Pepsi Twenty-nine music celebrities were
can). Of the 69 beverage references, associated with 38 food endorsements NPI scores were determined for
49 were for SSBs, 7 were for non-SSBs in our sample. Thirty-three of those 26 food brands. Results indicate
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4 BRAGG et alTABLE 2 Nutrition Information of Beverages Featured in Commercials, as Ranked by Company
Company Brand Drink Category Music Celebrity Associated With Each Drink Category
PepsiCo Pepsi Regular soda, full calorie will.i.am,a Christina Aguilera, Justin Timberlake,a Britney
Spears, Pitbull, Kelly Clarkson, Nicki Minaj, One
Direction, Mariah Carey, Calvin Harris, Blake Shelton,a
P!nk, Enrique Iglesias, Shakira, Beyoncé, Lee Brice, Wiz
Khalifa, Michael Jackson
PepsiCo Pepsi Parent company logo or brand name mention Katy Perry, Bruno Mars, Ne-Yo, Hunter Hayes
onlyb
PepsiCo Diet Pepsi Other, diet drink (soda) Baauer, will.i.am,a Justin Timberlakea
PepsiCo Mountain Dew Regular soda, full calorie Mac Miller, Jason Aldean, Brantley Gilbert
PepsiCo Lipton Iced Tea Iced tea, full calorie Lady Antebellum, American Authors
PepsiCo Pepsi-Cola: Real Sugar Regular soda, full calorie Blake Sheltona
PepsiCo Gatorade Thirst Parent company logo or brand name mention Lil Wayne
Quenchers onlyb
PepsiCo Brisk (Lipton) Iced teas, full calorie Eminem
Coca-Cola Coke Regular soda, full calorie Christina Aguilera, Daft Punk, Calvin Harris, Jay Z, Of
Monsters and Men
Coca-Cola Glaceau Vitamin Water Flavored water, full calorie Alicia Keys, Kelly Clarkson, Carrie Underwood
Coca-Cola Coke Parent company logo or brand name mention will.i.am, Maroon 5
onlyb
Coca-Cola Sprite Regular soda, full calorie Imagine Dragons, Wale, Drake
Coca-Cola Diet Coke Other, diet drink (soda) Taylor Swift
Coca-Cola Fuze Parent company logo or name only Rihanna
Dr Pepper Snapple Group Dr Pepper Regular soda, full calorie will.i.am, Macklemore, Pitbull, Baauera
Dr Pepper Snapple Group Diet Dr Pepper Other, diet drink (soda) Baauera
Dr Pepper Snapple Group Snapple Iced tea, full calorie Maroon 5
Red Bull Red Bull Energy drink, full calorie Pharrell, AWOLNATION
Red Bull Red Bull Parent company logo or brand name mention Of Monsters and Men, Baauer
onlyb
Nestle Nesquick Children’s drinks, full and reduced calorie Ariana Grandea
Nestle Nestea Iced tea, full calorie Nico & Vinz
Nestle Nescafe Parent company logo or brand name mention Mariah Carey
onlyb
Nestle Nespresso Iced tea or coffee, reduced sugar Lana Del Rey
Monster Energy Company Monster Energy Parent company logo or brand name mention Snoop Dogg
onlyb
Starbucks Starbucks Parent company logo or brand name mention Lady Gaga
onlyb
Vita Coco Vita Coco Pure Coconut Flavored water, full calorie Rihanna
Water
Celsius Celsius Energy drink, reduced sugar Flo Rida
Wat-Ahh! Wat-Ahh! Other, plain water Ariana Grande
Core Hydration Core Hydration Parent company logo or brand name mention Juicy J
onlyb
Got Milk? Got Milk? Other, low- and no-fat milk Chris Brown
a Indicates that the music celebrity endorsed SSBs and non-SSBs.
b Indicates that the ad featured only the parent company logo or verbal mention of the brand or did not feature a product with a label indicating diet or SSB.
that Doritos, Cracker Jack, Mike brands endorsed by these celebrities were a total of 312 849 504 views
and Ike candy, Nabisco, Eckrich, that had NPI scores of ≥64. of the YouTube video versions for
Kentucky Fried Chicken, McDonald’s, food and beverage endorsements
Burger King, Hot Pockets, A&W Endorsement Viewership and Teen associated with celebrities in the
Restaurants, Wrigley’s gum, Chipotle, Choice Award Ratings sample. Rihanna’s 2006 song “We
Cadbury, Hershey’s, Pop-Tarts, Twix, Ride,” which promotes the Coca-
Celebrities in the sample appeared
Nongshim USA, Dairy Queen, Honey Cola product Fuze, had a total of
frequently on the nominee lists for
Nut Cheerios, and PopChips had 61 712 783 views since being first
NPI scoresTABLE 3 Food and Beverage Company Endorsements Ranked by Number of Endorsing Artists and Beyoncé was the second most
Company Brand No. Artists Music Celebrity Name watched video in the sample, with
Endorsed >42 million views since the video was
PepsiCo Pepsi 23 Bauuer, Beyoncé, Blake Shelton, Britney Spears, loaded on YouTube in 200940 (Table
Bruno Mars, Calvin Harris, Christina Aguilera, 4). Pepsi’s 23 celebrity endorsement
Enrique Iglesias, Hunter Hayes, Justin commercials had the most collective
Timberlake, Katy Perry, Kelly Clarkson, Lee YouTube views in the sample (N =
Brice, Mariah Carey, Michael Jackson, Ne-Yo,
Nicki Minaj, One Direction, P!nk, Pitbull,
160 293 981) (Table 5).
Shakira, will.i.am, Wiz Khalifa
Mountain Dew 4 Brantley Gilbert, Jason Aldean, Lil Wayne, Mac
DISCUSSION
Miller
Coca-Cola Coca-Cola 7 Calvin Harris, Christina Aguilera, Daft Punk, This descriptive study demonstrates
Jay-Z, Maroon 5, Of Monsters and Men, that music celebrities often endorse
will.i.am
energy-dense, nutrient-poor
Diet Coke 1 Taylor Swift
Sprite 3 Drake, Imagine Dragons, Wale products. Food and nonalcoholic
Red Bull GmbH Red Bull 5 AWOLNATION, Bauuer, Juicy J, Of Monsters and beverage brands were the second
Men, Pharrell largest endorsement category
Dr Pepper Snapple Dr Pepper 4 Bauuer, Macklemore, Pitbull, will.i.am behind consumer goods (eg,
Group
fragrances, makeup). Full-calorie
Energy Brands/ Glacéau 3 Alicia Keys, Carrie Underwood, Kelly Clarkson
Glacéau Vitamin soft drinks were the largest category
Water of food or nonalcoholic beverage
McDonald’s McDonald’s 3 Britney Spears, Jessie J, Justin Timberlake endorsements, and Baauer, will.i.am,
General Mills Honey Nut 2 Nelly, Usher Britney Spears, Justin Timberlake,
Cheerios
Maroon 5, Pitbull, and Jessie J had
Hot Pockets 2 Bauuer, Snoop Dogg
Nabisco Nabisco 2 5 Seconds of Summer, One Direction the most food/nonalcoholic beverage
(Mondelez) endorsements. Celebrity ads appear
to be popular, with >312 million
viewers watching the 94 videos
TABLE 4 Music Celebrities’ Popularity Among Adolescents associated with celebrity food and
Music Celebrity Name Endorsed Food or Beverage Number of Teen Number of YouTube nonalcoholic beverage endorsements
Brand Choice Award Yearsa Viewsb in this sample on YouTube alone.
Chris Brown Got Milk, Wrigley’s 20 29 969 However, it is impossible to conclude
Doublemint that all these viewers are indeed
Britney Spears GG Tea, McDonald’s, Pepsi 12 56 395 174
unique because a portion of the
Beyoncé Pepsi 11 54 695 715
Usher Honey Nut Cheerios, Twix 11 31 254 views may be repeated exposure.
Carrie Underwood Hershey, Vitamin Water 10 138 884 Although YouTube does not provide
Justin Timberlake Chili’s, McDonald’s, Pepsi 9 846 424 demographic data on viewers,
Rihanna Fuze, Vita Coco 9 61 929 844 the frequent appearance of these
Eminem Lipton Iced Tea 8 4 447 961
Christina Aguilera Coca-Cola Regular, Pepsi 7 579 272
celebrities on the Teen Choice Award
Taylor Swift Diet Coke 7 514 091 nomination lists suggests high levels
Pitbull Dr Pepper, Pepsi 7 247 227 of popularity among adolescents.
Selena Gomez Borden Milk 6 464 925
Kelly Clarkson Pepsi, Vitamin Water 6 120 657
Obesity has become such a pressing
Maroon 5 Coke, Snapple 6 90 851 public health issue that society must
Katy Perry Pepsi, PopChips 5 1 217 070 acknowledge the human suffering
Nicki Minaj Pepsi 5 177 125 and costs associated with diabetes,
Nelly Honey Nut Cheerios, Mike 5 22 158 obesity, and associated comorbidities.
and Ike
Bruno Mars Pepsi 4 18 873 728
Musicians, actors, and other celebrities
Coldplay Chipotle 3 9 126 275 can be tremendously influential,
One Direction Nabisco, Pepsi 3 7 673 116 particularly for the young fan base that
Shakira Pepsi, Activia 3 4 449 956 may be swayed by their endorsements.
Mariah Carey Nescafe, Pepsi 3 1 010 914 Celebrities should leverage their
Juicy J CORE Hydration, Red Bull 1 26 367 501
influence to promote more healthful
a Teen Choice Award Data 2000–2014.
b YouTube as of January 2016.
messages, and more effort should
be made to reduce the exposure of
children and adolescents to marketing,
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6 BRAGG et alTABLE 5 Music Celebrities Ranked by Number of YouTube Views show’s corporate producers.46 This
Endorsed Food or Beverage Music Celebrity Names Number of YouTube Viewsa limitation may lead to inaccuracies in
Brand determining celebrities’ popularity
Pepsi Baauer, Beyoncé, Blake Shelton, Britney 160 293 981 among adolescents.
Spears, Bruno Mars, Calvin Harris, Future research should examine the
Christina Aguilera, Enrique Iglesias,
Hunter Hayes, Justin Timberlake, Katy
effect of music celebrities’ food and
Perry, Kelly Clarkson, Lee Brice, Mariah nonalcoholic beverage endorsements
Carey, Michael Jackson, NeYo, Nicki Minaj, on consumption, particularly
One Direction, Pitbull, P!nk, Shakira, for children and adolescents.
will.i.am, Wiz Khalifa Additionally, researchers should
Red Bull AWOLNATION, Baauer, Juicy J, Of Monsters 31 948 643
and Men, Pharrell
examine the effect of music celebrity
CORE Hydration Juicy J 26 363 187 endorsement on youth attitudes
Chipotle Coldplay 9 126 275 toward food brands and purchase
Nestea Nico & Vinz 7 855 423 intentions. The popularity of music
Lipton Brisk Eminem 4 447 961
celebrities among adolescents makes
Coca-Cola Regular Calvin Harris, Christina Aguilera, Daft Punk, 1 396 110
Maroon 5, Of Monsters and Men, will.i.am them uniquely poised to serve
Sprite Drake, Imagine Dragons, Wale 1 284 256 as positive role models, so these
Popchips Katy Perry 1 213 441 celebrities should be aware that
McDonald’s Britney Spears, Jessie J, Justin Timberlake 385 008 their endorsements could exacerbate
a YouTube, January 2016. society’s struggle with obesity and
endorse healthy products instead.
particularly for unhealthy food attention can help make celebrity
and nonalcoholic beverages. Every food endorsements a public liability These results can inform policies
year, American children see 4700 in the same way these methods designed to address the use of
advertisements, and adolescents view have been used for other celebrities celebrities in food marketing. Many
5900 advertisements.1 The scale of this who endorsed tobacco.21 Although food and beverage companies have
exposure is similar to that of youth- a number of professional athletes agreed not to target childrenFINANCIAL DISCLOSURE: The authors have indicated they have no financial relationships relevant to this article to disclose.
FUNDING: This study was supported by the NIH Early Independence Award (DP5OD021373-01) from the NIH Office of the Director. Funded by the National Institutes
of Health (NIH).
POTENTIAL CONFLICT OF INTEREST: The authors have indicated they have no potential conflicts of interest to disclose.
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PEDIATRICS Volume 138, number 1, July 2016 9Popular Music Celebrity Endorsements in Food and Nonalcoholic Beverage
Marketing
Marie A. Bragg, Alysa N. Miller, Juleen Elizee, Shatabdi Dighe and Brian D. Elbel
Pediatrics 2016;138;
DOI: 10.1542/peds.2015-3977 originally published online June 6, 2016;
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Marie A. Bragg, Alysa N. Miller, Juleen Elizee, Shatabdi Dighe and Brian D. Elbel
Pediatrics 2016;138;
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