I’m always very sceptical about the value of celebrity endorsements for many reasons. First off, most celebrities are disliked by far more people who like them, and unless the market demographics of both are (very) well aligned the damage done by the celebrity endorsement may be equal to or greater than the value added; there are a handful of celebrities that are universally loved, but they’re not that common. Secondly, I think most people have an adequate level of cynicism towards these endorsements being that they know that the only reason a celebrity does it is because they were given a dump-truck full of cash. The third reason is that if your endorsement is successful you have (effectively) linked the fate of your product to the popularity of the celebrity, and in many cases the popularity of a celebrity can change in an instant.
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