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1.

Michelle Kwan: Michelle Kwan is a well-known Olympic figure in the U.S. When consider

three aspects relate to the Let's Move! Campaign then can say, she is good in few areas but

she has limited efforts in other areas. As an athlete, she takes care of what products

youngsters should use and what should be not there because she is so more experienced and

understand health aspects. But, she also promotes Coca-Cola's soda products during Sochi

winter games. She understands people must focus on balanced diet in order to feel healthy

and energetic and same rule she applies for herself so that to perform well in her sport.

However, when consider aspirational aspects then can say, she promotes Coca-Cola's sugar

drink and at the other end, she has an image for endorsing drinking water with Let's Move!

so, can say, she has considered her targets very logically according to target market aspects

therefore, she cannot consider as an influencer, (Case 3-3, Let's Move! Campaign Celebrities

Endorsing Soda?!, p. 450).

Beyoncé: She is a signer and young people love her. She also participated in the Let's Move!

Campaign by using her video called 'Move Your Body' that attracted many children young

people to eat Apple. However, she couldn't consider as an expertise as compare to athlete

because she does little for being healthy but because of her audiences gathering she has the

largest sphere of influence that's why her aspirational aspects follow by many young people,

(Case 3-3, Let's Move! Campaign Celebrities Endorsing Soda?!, p. 450).

Shaquille O’Neil: He does not show so much good results in any of three characteristics

however, he is a retired NBA star means a professional athlete who like to stay balanced

that's why prefer balanced diet to maintain his body shape. He has large gathering of young

audiences. In past, he promoted Reebok products and involved with Let's Move! Campaign

as well however, after sometimes, he launched his own line of sodas that consist of soda

drinks. So, he is an expertise but does not aspire youngster with any kind of aspirational

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aspect of Let's Move! Campaign, (Case 3-3, Let's Move! Campaign Celebrities Endorsing

Soda?!, p. 450).

2.

Michelle Kwan: She participated in Let's Move! summer program in which she played a

significant role for encouraging children for their physical activeness, and suggest them for

healthy foods but she became in conflict when she endorsed Coca-Cola's soda product during

the Sochi winter games that has proved, she is involved in both Let's Move! Campaign and in

soda brand endorsement and gives a clear message that she is not best fit to meet both the

Let's Move! Campaign goals and soda brand endorsement together, (Case 3-3, Let's Move!

Campaign Celebrities Endorsing Soda?!, p. 450).

Beyoncé: She participated in the Let's Move! Campaign by using her video called 'Move

Your Body' that featured her dancing and attracted many young people to eat apple for their

health but after two years, critics noticed that she is also endorsing Pepsi products and got a

promotional deal from company. The CSPI issued a notice to her for this criticism but she did

not reply that proves she is also not best fit between the Let's Move! Campaign and her

endorsed brand (PepsiCo.), (Case 3-3, Let's Move! Campaign Celebrities Endorsing Soda?!,

p. 450).

Shaquille O’Neil: He has good audience gathering but he is a business mind who focuses to

accomplish his targets. He participated in Let's Move! Campaign and suggested children for

their diets and balanced body shape tips but after sometime, launched his own line of sodas

with AriZona Beverages that proves he is also not best fit between the Let's Move! Campaign

and his endorsed brand (Shaq Cream Soda drinks), (Case 3-3, Let's Move! Campaign

Celebrities Endorsing Soda?!, p. 450).

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References

Case 3-3, Let's Move! Campaign Celebrities Endorsing Soda?!, Pages 448 - 451.

CONSUMER BEHAVIOUR CASE STUDY.