Speaker 1: Now really.
Speaker 2: Really now really hello, and welcome to really know really
Speaker 2: with you Jason Alexander and Peter Tilden, who both endorsed
Speaker 2: the idea of you subscribing to our show and as
Speaker 2: if you can see it coming, This episode is about
Speaker 2: celebrity endorsement deals. They are often big money, considerable risk,
Speaker 2: and sometimes they go very very bad.
Speaker 3: Adidas may lose on.
Speaker 2: A billion dollar deal with the controversial artist Ya formerly
Speaker 2: Kanye West, Sean Puff Daddy p Diddy Combs has reportedly
Speaker 2: lost eighteen brand partnerships due to assault allegations, and even
Speaker 2: Brad Pitt and Angelina Jolie's wine brand may go sour.
Speaker 3: Due to their acrimonious divorce.
Speaker 2: Given all this, companies even bother with celebrity endorsers. To
Speaker 2: help answer that question, we've invited Mark Habes, the CEO
Speaker 2: of the Helmsman Group, to weigh in. His company often
Speaker 2: helps big stars and big brands to connect with exceptionally
Speaker 2: lucrative endorsements.
Speaker 3: He'll discuss whether celebrities.
Speaker 2: Really use the brands they're shilling for, what makes it's
Speaker 2: a celebrity and a product of the right fits and
Speaker 2: the fascinating story of what happened when the legendary promoter
Speaker 2: Don King signed Michael Jackson up for a Pepsi commercial
Speaker 2: without his permission.
Speaker 3: Really no, really, here's Jason mcpeter. Now, all right, I
Speaker 3: have a feeling in today's episode that you are going
Speaker 3: to uh, You're going to damage, You're gonna hurt me,
Speaker 3: You're going to enpinge on somehow. This is going to
Speaker 3: be because I am I've been doing commercials since I
Speaker 3: was fourteen years old. I've been doing commercials. They have
Speaker 3: always been a part of my career. Wait, commercials when
Speaker 3: I became an international stock superchol back.
Speaker 4: Off from when you became that the lawsuit what what
Speaker 4: did you do? At fourteen? That you promote?
Speaker 3: My first commercial was for Hershey Kisses. My wife actually
Speaker 3: found my wife when she met me and went, oh
Speaker 3: my god, I remember you from this commercial? What did
Speaker 3: you do? I was fourteen or fifteen years old. It
Speaker 3: was one of those Hrshey commercials where there were, you know,
Speaker 3: three vignettes, and I'm in the first vignette, What you do?
Speaker 3: It's me as a kid in high school. I've got
Speaker 3: my little varsity jacket on and there is an absolutely
Speaker 3: beautiful older teenage girl walking toward me in the background,
Speaker 3: and I'm looking in the camera going Mom always said,
Speaker 3: big things come in little packages, like the big taste
Speaker 3: of chocolate in this little Hershey's kiss, and this beautiful
Speaker 3: girl then goes hi, David, and without looking I go, my, Sheila,
Speaker 3: you know, so I'm the I'm the big thing a
Speaker 3: little page and that was my first commercial, and then
Speaker 3: I all through the commercial agent. At thirteen, already I
Speaker 3: had a manager and yeah, so I was freelancing with
Speaker 3: many ages. But all through the seventies as I was
Speaker 3: going to college, and all through the eighties. My career
Speaker 3: in the eighties was everything I wanted it to be,
Speaker 3: really was. I was working in the theater in New
Speaker 3: York Broadway enough Broadway, and I would do an occasional
Speaker 3: television or film thing, not anything, but I would do them.
Speaker 3: But commercials. Where I made my money was in commercials.
Speaker 3: So when I hit as a celebrity, I went, I
Speaker 3: can make more money.
Speaker 5: So what we wanted to do in this episode, but
Speaker 5: celebrity critise it looks huge.
Speaker 4: But here's the deal.
Speaker 5: I've seen some articles that say celebrity endorsements are now
Speaker 5: fraud with all kinds of issues. You got Ye or
Speaker 5: Kanye who did a deal with Adidas. They now are
Speaker 5: in a position and if I get these numbers wrong,
Speaker 5: look them up. I think they have I think over
Speaker 5: a billion dollars worth of you sneakers that they can
Speaker 5: either a sell as unbranded for next to nothing, b
Speaker 5: sell as easies for next to nothing, or put them
Speaker 5: in a landfill write it off and America will go
Speaker 5: nuts go And you put how many sneakers in a landfill?
Speaker 4: So you got that? Can they write?
Speaker 3: Can they put more letters on it?
Speaker 4: Like?
Speaker 3: Make them?
Speaker 4: Oh?
Speaker 3: Ye, God easy, easy? Right?
Speaker 5: They trust me. I think they got a team working
Speaker 5: on how to do so done?
Speaker 4: So okay. So you got that. You got Bread and
Speaker 4: Angelina are having just this worst worst divorce where they're
Speaker 4: suing each other and fighting about this winery you're drinking.
Speaker 4: You're drinking. You're drinking that wine.
Speaker 5: He got p Diddy is now he has a tequila brand.
Speaker 5: He has a bunch of other stuff not going so
Speaker 5: well because there's all the accusations with Diddy and on
Speaker 5: and on and on.
Speaker 3: You have In the meantime, you got Ryan Reynolds, who
Speaker 3: owns nine thousand different he's doing.
Speaker 4: But that's different. He owns what happened. So we wanted
Speaker 4: an actually to.
Speaker 5: Talk about, I know, to talk about what's happening with
Speaker 5: celebrity brands because it looks like what was our headlines
Speaker 5: for this one?
Speaker 4: Our headline for this one was celebrity because it seemed like.
Speaker 5: It looks like it's going that way, and you know,
Speaker 5: what's the weirdest And I hate to bring this up,
Speaker 5: but what I read was the turning point we're having
Speaker 5: specific contract with specific wording was the Kobe Bryant because
Speaker 5: I guess the endorsers thought, here's a guy'squeaky clean, no problem,
Speaker 5: And when they had the rape accusation, which by the way,
Speaker 5: went away, it was still was like, oh my gosh,
Speaker 5: we got to think about circumstances around athletes, around people,
Speaker 5: because we don't know, and it can tarnish your brand forever.
Speaker 5: And then there's how does the brand respond? Do they
Speaker 5: respond quickly? Did they not? Is it long term? Does
Speaker 5: it last for a long time? And then are we
Speaker 5: moving toward influencers from celebrities? Because if you, Jason Alexander,
Speaker 5: have seven products you endorsing, what does that say to me?
Speaker 3: Can I get up to seven you really want.
Speaker 4: Okay, So if anybody's watching that has any endorsement for Jason,
Speaker 4: obviously you know he's ready to go.
Speaker 3: I'm allergic to cats. Don't get me anything particularly looking
Speaker 3: for travel. Oh, I'll play a game with you later. Okay, Okay,
Speaker 3: all right, we'll find out.
Speaker 5: So we're gonna to talk to Mark has As, the
Speaker 5: CEO of the Helmsman Group, which helps brands navigate the
Speaker 5: world of consumer package good I assume he'll be able
Speaker 5: to tell us what the world of endorsements look. More importantly,
Speaker 5: I understand the subject the whole episode was getting you
Speaker 5: a gig.
Speaker 4: Okay, let's start to Mark.
Speaker 3: Let's find out Mark. I. I don't know how Peter feels.
Speaker 3: I'm delighted you're here. He has an agenda for the show,
Speaker 3: which is to find out about what's going on. I'm
Speaker 3: also well, yes, I don't know. I think you're on
Speaker 3: the unmarked negative.
Speaker 4: Mark.
Speaker 3: This is I'm happy here. I'm pretty sure this is
Speaker 3: going to wind up in some sort of commercial endorsements.
Speaker 4: Because I see, I see, because this man.
Speaker 3: Has this fire. All right, hold on, you are going, Oh,
Speaker 3: it's a trap, it's on the way. It's all going down. Gosh,
Speaker 3: your team negative, I'm team now.
Speaker 5: I see I didn't understand Mark what he was doing.
Speaker 5: You never do because I want. I wanted to find
Speaker 5: out because I'm reading articles about all these articles about
Speaker 5: celebrity endorsements, and so many of them. We just talked
Speaker 5: about easy. We talked about Angeline and Joel Liam Bradbett
Speaker 5: arguing fighting each other and yet I'm buying their wine.
Speaker 4: Really, we talked about.
Speaker 3: Let's me wrong. What do you think that they're peeing
Speaker 3: in the wine because they're getting image.
Speaker 4: They're worried about.
Speaker 5: You'll find out from him imaging this brand change. We
Speaker 5: talked about uh P Diddy is having issues right now,
Speaker 5: and on and on and on and on. So the question,
Speaker 5: this is why I searched you out, was our celebrity
Speaker 5: endorsement's gone bad? I mean, is this the beginning of
Speaker 5: the end for celebrity endorsements because they're so fraught with
Speaker 5: issues or or is nothing going to change? Or is
Speaker 5: it going from a and paid endorser to partnerships to
Speaker 5: like Jason brought up Brian Reynolds. So a guy who
Speaker 5: says I don't need any of this, I can create
Speaker 5: it myself. So first of you can address because this
Speaker 5: is your business, your life. What's happening with celebrity endorsements?
Speaker 5: How do you protect yourself with a brand?
Speaker 6: Well, they've they've really taken off.
Speaker 7: There's a lot of endorsements out there right now, and
Speaker 7: celebrities are jumping on the bandwagon. I think because they
Speaker 7: see the success from Ryan Reynolds. I think alcohol as
Speaker 7: a whole is trying to figure out what the direction
Speaker 7: destiny is. And I think the big brands the Augio
Speaker 7: Parno regard, are accessing talent because there's so much competition
Speaker 7: from artisanal products that they've seen a decline in sales,
Speaker 7: and so I think a lot of this is marketing
Speaker 7: led by the big brands to attract more consumers back
Speaker 7: to the base.
Speaker 5: So she Jason get involved in an alcohol brand? Alcohol brand? You,
Speaker 5: by the way, do you have to drink to get
Speaker 5: involved in an alcohol brand.
Speaker 7: I think it's important because there's a degree of authenticity
Speaker 7: I have.
Speaker 5: But I know somebody all right, wait, wait, wait wait wait,
Speaker 5: I just love the way. Yeah, I know somebody who
Speaker 5: is a I don't want to give it away, who
Speaker 5: is a celebrity, Okay, who has an alcohol brand that
Speaker 5: does not drink at all.
Speaker 3: Sure, I well, it's only honestly, Mark, correct me if
Speaker 3: you think I'm wrong. It's only a problem if I go, hey,
Speaker 3: I'm Jason Alexander and I drink slowly every day. If
Speaker 3: I'm lying, there's a problem. But if I go, you know,
Speaker 3: I look at that bottle. That's a beautiful bottle. My
Speaker 3: friends love it when I serve. When I serve vodka,
Speaker 3: I serve slowly. I'm not I'm not saying anything.
Speaker 4: Look at the Look at the cork, Look at the writing,
Speaker 4: Look at the font. Is is this a brand or what?
Speaker 3: Or what is this a brand or what?
Speaker 5: So the alcohol thing, it's funny because initially we're talking,
Speaker 5: we were looking at all the alcohol brands that are popping,
Speaker 5: and we had in Brian Cranson, who is an alcohol brand.
Speaker 3: But it seems like everybody's got a brand. There's that
Speaker 3: when we were when we were playing around with with
Speaker 3: h Cranson, you know, we we talked about, you know,
Speaker 3: he's got it. There's so many there must be easily,
Speaker 3: if we thought about it, two dozen that we could
Speaker 3: name or more.
Speaker 6: Yeah, I know about one hundred of.
Speaker 3: Those of the hundred, Yeah, how did the celebrity get
Speaker 3: involved in some cases like with our with our buddy
Speaker 3: Brian Cranston, he went and became he's the guy, he's
Speaker 3: the producer of the of the alcohol. But for somebody
Speaker 3: who's who has just been invited on as a brand ambassador?
Speaker 3: Mm hmm, what what I mean? Do do the companies
Speaker 3: not feel like they've glutted that market?
Speaker 7: So what I've seen, what I what I when I'm
Speaker 7: experiencing in our industry sectors, there are those that build brands,
Speaker 7: Ryan Reynolds, Cranston for sure, dos Hombres, Matthew Conye and
Speaker 7: his wife Pelatonis. They are coming out with their own product.
Speaker 7: There are there are many that contribute either through collaboration,
Speaker 7: they want to be part of the party, or they're
Speaker 7: sought after for their reach and their audience attraction. Because
Speaker 7: the bigger brands have seen some decline in the last
Speaker 7: three or four years of their top line sales.
Speaker 5: Is that a problem? By the way, are people drinking
Speaker 5: less alcohol? And if they are, what are they going to?
Speaker 7: So that's I would say, yes, it's happening. It's a
Speaker 7: common misconception. So the abstainers pre COVID were about thirty
Speaker 7: eight percent of the marketplace. Now it's about forty one percent.
Speaker 7: So we saw a change of three percent. Call that
Speaker 7: the Abstained great for a podcast, the Abstainer.
Speaker 4: I love that.
Speaker 5: But that's great, okay, And what do we know? Why
Speaker 5: do we know? Psychologically what's happened since COVID.
Speaker 7: During COVID, a lot of people have felt that they
Speaker 7: had permission to indulge whenever however they wanted.
Speaker 6: There was there was no judgment.
Speaker 7: Some people were consuming their favorite cocktails, you know, before noon.
Speaker 7: Now that we're back and socialized again, on premise sales
Speaker 7: have ticked up. The off premise sales have ticked down.
Speaker 7: People are looking at health and better health consciousness, I
Speaker 7: would say, and so the rate has declined.
Speaker 6: It's also.
Speaker 7: As we age millennials in particular and now gen Z
Speaker 7: who's coming into it, they want a more healthful experience
Speaker 7: and so they're just not consuming.
Speaker 5: Well I just saw that, and I also saw a
Speaker 5: studied said, and again, I don't know how much of
Speaker 5: this applies to your area of food and alcohol, but
Speaker 5: in beverage, but seventy eight percent of millennials aren't influenced
Speaker 5: by celebrity endorsements anymore. It just doesn't resonate. You're seeing that,
Speaker 5: you're seeing that as a difference.
Speaker 7: Yeah, I believe that, But there are these these anecdotes
Speaker 7: that are just mind blowing, Like mister Beast, I mean,
Speaker 7: he's able to attract the massive amount of consumers to
Speaker 7: his brands.
Speaker 3: I've referenced Stowshnaiah before. So if I imagine in the
Speaker 3: vodka market, stolely has got to your presence. If there
Speaker 3: is a celebrity on another vodka, is that going to
Speaker 3: push it into competition much faster than another? Is it
Speaker 3: the quality of the product or is it the veneer
Speaker 3: of the celebrity that suddenly makes something bang through like that?
Speaker 6: It there, It depends.
Speaker 7: There's three, So there's three attributes that I look at
Speaker 7: when I look at different celebrity endorsement. Stan Akrott has
Speaker 7: a vodka and a lot of that is about the
Speaker 7: bottle and the presence, and he was one of the
Speaker 7: early celebrities to bring a vodka out, so he's going
Speaker 7: to have some staying power. Now there's other vodkas that
Speaker 7: have come into the market. I think it's Pitbull. He's
Speaker 7: got a vodka and all of his claims his attributes
Speaker 7: are filter, filter, filter. It's filtered so many times, then
Speaker 7: filtered again, and then I'm.
Speaker 4: Actually water.
Speaker 5: And then it goes into the bottle pitbull. Every bottle
Speaker 5: goes through me. I'm the final filter.
Speaker 1: Wow.
Speaker 5: Wow Yeah is that okay? So as a marketing guy,
Speaker 5: does that make a difference to people?
Speaker 6: Yeah?
Speaker 7: I mean if you like your celebrity and you want
Speaker 7: to live vicariously through them and be connected to them,
Speaker 7: You're always going to get sales by having a celebrity endorsement.
Speaker 7: It's always going to be a lyft and a pickup.
Speaker 7: But is it going to be a rock solid brand?
Speaker 7: I mean, the case study of Aviation Jin and Ryan
Speaker 7: Reynolds is just it's mind blowing what they were able
Speaker 7: to do with that brand.
Speaker 4: And why is it? What did he have in place?
Speaker 5: What did he have as an endorser and creator that
Speaker 5: nobody else said that he could accelerate so fast?
Speaker 6: He had appeal.
Speaker 7: He used his character persona or his irreverence to kind
Speaker 7: of create this shtick when he was doing his advertisements
Speaker 7: as commercials where he's a novice.
Speaker 6: I don't really know. I'm not really a mixologist.
Speaker 7: I don't know what to do with this, And you know,
Speaker 7: he's just it's this funny, almost slapstick approach to how
Speaker 7: he created those commercials which appealed to every person.
Speaker 3: But if his gin doesn't taste better than Schleimann's gym,
Speaker 3: I don't know from Jen, how is it gonna? I mean,
Speaker 3: what do you get? You might get somebody to go, oh,
Speaker 3: you know, let's try that Ryan Reynolds gin once. But
Speaker 3: if it doesn't measure up.
Speaker 7: So the formula for that aviation, Jen. The reason I
Speaker 7: think it performed really was it's a great product. It's
Speaker 7: a high quality product. So you have to have that.
Speaker 7: You have the presence in the persona and the marketing
Speaker 7: and the brand. Those are powerful elements. But I also
Speaker 7: call it a gateway.
Speaker 1: Jen.
Speaker 7: It's very light in flavor. From a gin perspective, it's
Speaker 7: vodka elevated.
Speaker 4: I like that better than that podka. That's what our
Speaker 4: slogan would be, vodka elevated.
Speaker 3: I'm thinking back, I kind of you'll remember this mark,
Speaker 3: you remember this, You probably remember this, dear. What was
Speaker 3: what was the image you're going for for Paul Gallo
Speaker 3: Wines by having orson wells, oh.
Speaker 4: No wine before it's time?
Speaker 3: Yeah, I mean you got a guy sitting there basically immobile.
Speaker 3: It looks like he's been sitting at that chair for
Speaker 3: a long while.
Speaker 4: You think he's been drinking the product.
Speaker 3: Yeah, I mean, what what would be the.
Speaker 4: I guess that.
Speaker 3: It was about, Oh, I want to live the happy,
Speaker 3: carefree lifestyle of the Ryan Reynolds kind of thing. How
Speaker 3: does they can't transferent them? Oh there's a guy, I
Speaker 3: got it.
Speaker 5: That appeals to people who just want to say, if
Speaker 5: you're not active, if you have no plans of going out,
Speaker 5: of socializing, if you're just drinking home in the dark quietly.
Speaker 3: By the way, the greatest thing of all time is
Speaker 3: if you have never seen them the bloopers when Orson
Speaker 3: Wells was apparently quite inebriated trying to make those commercials,
Speaker 3: and the reading is.
Speaker 4: About I think that sold it more.
Speaker 3: That make me go if he's drinking this stuff, he's
Speaker 3: it's doing.
Speaker 5: And then don't go anywhere. So another question, how do
Speaker 5: you work tequilas? Can you flood the market with like
Speaker 5: how many is too many? All these guys are making
Speaker 5: tequilas and it's like, really we need another tequila?
Speaker 4: Really?
Speaker 7: Yeah, the vodka and secular are the two most predominant
Speaker 7: celebrity indoors products, and you know, I scratched my head
Speaker 7: a little bit. Those are highly competitive spaces. If you
Speaker 7: really want to make a name for yourself, why are
Speaker 7: you going to where everybody else is?
Speaker 6: Choose something a little bit different?
Speaker 4: You know, like that it's for us, Mark, But what
Speaker 4: would that be?
Speaker 3: Yeah? I kind of like a Jason Alexander?
Speaker 5: What would that feel like? Are what would you.
Speaker 1: Well?
Speaker 3: Kind of like a Jason Alexander, what would that feel like?
Speaker 3: What would you would.
Speaker 1: Well?
Speaker 6: Rum?
Speaker 7: I think is interesting because it's an age spirit that's
Speaker 7: you know, under represented in the marketplace, and so as
Speaker 7: a degree of sophistication, it's affordable, it's accessible, so you
Speaker 7: can have a high quality rum at a mid price point.
Speaker 7: And there's only three celebrity endorsements for Rum.
Speaker 4: Who are the other?
Speaker 6: Rolling Stones is coming out with their rum eminently.
Speaker 4: That's for bad boys? Okay, go ahead? Yeah? Who else is.
Speaker 6: Bumboo?
Speaker 3: Who is a little Wayne?
Speaker 7: And in Silver Ray Bruno Mars that's a particularly good.
Speaker 3: Product, all right. I know the demographic that's available based
Speaker 3: on those two guys, and I liked everything that Mark
Speaker 3: said in describing why I would be good for that
Speaker 3: product other than the word aged. Other than that, I
Speaker 3: thought it was very, very all complimentary.
Speaker 4: Big market rum is not huge.
Speaker 7: I think it's so you go to a segment of
Speaker 7: the market that's underrepresented. If you have the brand cachet,
Speaker 7: because there's no competition, you go into that space.
Speaker 3: You know what I like about your thinking more? What
Speaker 3: are you laughing about?
Speaker 4: I actually because it's been so transparent now we just
Speaker 4: shifted into yeah, good topic, let's fund Jason product. It's
Speaker 4: it's actually this is.
Speaker 3: And I hope the rum manufacturers that they're listening. I
Speaker 3: actually like rum on the occasions.
Speaker 4: I love.
Speaker 3: I really I haven't. Rum is roum to me my
Speaker 3: find of alcohol. There is a sweetness to it that
Speaker 3: I really like, and it's it mixes with other things
Speaker 3: I like and mark.
Speaker 5: Not to put you in place, but if you have
Speaker 5: the money, if you have the name Chases Rum, how
Speaker 5: do you come.
Speaker 4: Up with a name for a room for Jason Alexander
Speaker 4: red Rome boy?
Speaker 6: Well, so what motivates you?
Speaker 4: What?
Speaker 7: What do you look for when you see a sea
Speaker 7: of products all over the place? What do you what
Speaker 7: cost you to pick one out?
Speaker 3: Usually the colors on the box. Uh No, I mean
Speaker 3: what would anybody look for. They'd look for quality, they'd
Speaker 3: look for consistency, they'd look for you.
Speaker 6: You haven't bought it.
Speaker 3: I haven't bought it yet. No. For me, then it
Speaker 3: would be Honestly, it's the aesthetics of how it's packaged.
Speaker 6: Okay, And so what what motivates you is it? Is
Speaker 6: it a bright color, a metallic color, blue, red, yellow, green?
Speaker 3: I like all of that. Listen, but look how I'm
Speaker 3: I'm so amenable.
Speaker 5: To him.
Speaker 3: Here's the thing. Here's what I associate with rum that
Speaker 3: makes me go ooh fun pirates. Yeah, a bottle of rum.
Speaker 3: So I would probably go, oh, it's kind of a
Speaker 3: fantasy thing. It's kind of.
Speaker 4: It was a pirate.
Speaker 3: Color gold, silver. Uh, you could go into ocean blues,
Speaker 3: you could go into the red flags or the black flags.
Speaker 3: You could go in Yeah, what.
Speaker 4: Haven't they done a rum with pirates? All right, don't there's.
Speaker 6: Another thing week, Captain Morgan? Sure?
Speaker 4: Yeah, okay, so second pirates? What's your second favorite thing
Speaker 4: to call to you?
Speaker 3: I can't do a secondary pirty theme.
Speaker 4: Oh that's a good question.
Speaker 5: So if Jason put out and Captain Morgan has already
Speaker 5: been out there for seven thousand years.
Speaker 4: Isn't that a challenging way to go? My room is
Speaker 4: called captain.
Speaker 7: I mean you want to you want to leverage your persona,
Speaker 7: you want to leverage your assets. You want it to connect,
Speaker 7: you know, in an obvious way to consumers. They want
Speaker 7: to know, like, you know, what are the casts that
Speaker 7: you are best known for?
Speaker 6: The characters?
Speaker 5: Yeah, no room for you, no room for you, no
Speaker 5: room for your room.
Speaker 3: I like it.
Speaker 4: I like it. He likes it.
Speaker 3: You know what Serenity rum Mark, Serenity, I like, no
Speaker 3: room for you?
Speaker 4: Better for you? Right?
Speaker 1: Mark?
Speaker 4: What do you think?
Speaker 1: Yeah?
Speaker 4: Yeah that works? Mark?
Speaker 5: Now can you get us some only by Tuesday?
Speaker 4: Is this my way? Is this what you do? Joking?
Speaker 1: Is?
Speaker 4: This is what he done?
Speaker 3: This is what you do?
Speaker 4: What we do?
Speaker 6: This is what we do?
Speaker 3: Mark. I'm totally up for no room for you.
Speaker 7: I just want to say, so we got to, you know,
Speaker 7: work on what kind of realm it is?
Speaker 6: What flavor profile does?
Speaker 3: What the bottle of coconuttle coconut?
Speaker 5: Next Thursday you come back on with every episode is
Speaker 5: developing Jason's Room.
Speaker 4: Can you imagine that? And it takes off? We have
Speaker 4: the number two.
Speaker 3: Mister Beast has burgers and chocolate. I've got We've got rum. Really, no, really, rum,
Speaker 3: We've done.
Speaker 4: I'm sitting here.
Speaker 3: I'll give you a small piece.
Speaker 5: Because when you do this, this is an interesting process.
Speaker 5: When you do this, does do celebrities come to you
Speaker 5: to say, hey, Mark, help me connect with the product?
Speaker 4: Uh?
Speaker 7: They When they do come to us, they come to
Speaker 7: us for a product idea. They usually have a vision
Speaker 7: of what they want to bring to market, and then
Speaker 7: we work with them to make certain that really reflects
Speaker 7: who they are as a brand.
Speaker 5: Before we go to the morality clause. I'm curious, can
Speaker 5: rouality causes have changed? Do you deal with them? You
Speaker 5: must deal with them on some level.
Speaker 4: Correct.
Speaker 7: Sometimes usually it's we're being asked to sign the morality clauses,
Speaker 7: so we're not the ones executing the agreements on behalf
Speaker 7: of a strategic for a celebrity. But it's important I
Speaker 7: understand what you're asking.
Speaker 4: Yeah, because it seems like, and I read the stats,
Speaker 4: it's increasing that celebrities making mistakes, sleeping with the wrong person,
Speaker 4: saying the wrong thing right.
Speaker 7: Yeah, it's it's incredibly important. And there are a couple
Speaker 7: of recent case studies, and I don't want to go
Speaker 7: into them, but you know, strategic businesses that we're working with,
Speaker 7: key celebrities withdrew their relationship very quickly because of how
Speaker 7: their interaction in the public and the public eye was met.
Speaker 6: And so it's a very real thing. Absolutely.
Speaker 3: I can tell you Peter personal anecdotes. When I years ago,
Speaker 3: when I started doing celebrity endors and the morality's cause
Speaker 3: would come up, I was able to negotiate it to
Speaker 3: the point where it said if I am accused of
Speaker 3: a felony or convicted of a serious misdemeanor, that would
Speaker 3: trigger the clause. Anything else, No, Now I just have
Speaker 3: to sign it as they present. I can't negotiate it
Speaker 3: because if I go on social media and I say
Speaker 3: something and the brand feels it hurts them, they have
Speaker 3: to be able to go. We need to be able
Speaker 3: to and I go, okay, I get that they did.
Speaker 3: Times have changed, you know.
Speaker 5: And times have changed too because I saw that stars
Speaker 5: also associating with brands. Have the brand saw him rally
Speaker 5: cause because if the brand does something, sure they don't like.
Speaker 3: I don't want it to absolutely sure, but but I can. Yeah,
Speaker 3: anecdotical I can just tell you that I used to
Speaker 3: hold the line that you know, what are you accusing
Speaker 3: me of? What do you think is going to happen?
Speaker 3: And now I have to go, well, I get it.
Speaker 3: We're much more exploring.
Speaker 5: The next step is the last ques is do you
Speaker 5: have a company you compare Jason with?
Speaker 4: Before we leave?
Speaker 6: We can figure something out.
Speaker 3: I like the glint in his eyes, a little wheel.
Speaker 5: If you're just listening to this audibly, there's a little
Speaker 5: something something that just happened there. I think we had
Speaker 5: I think we made a marriage here.
Speaker 3: Mark. We will make sure you have a way of
Speaker 3: contact me before you know you're I.
Speaker 5: Was gonna give them the number right now. I don't
Speaker 5: care if people I don't care if people call.
Speaker 3: Your number and somebody out there might have an indorsement.
Speaker 5: Mark, you're a really good sport. But I I just
Speaker 5: we just may have made you possible. This may have
Speaker 5: been of a interview for both of Them's just do
Speaker 5: me a favor tonight. I think think I think some
Speaker 5: other pirates, it's been done. It's been done for the Rum.
Speaker 5: It's been done.
Speaker 3: What do you want to do with Rum? It isn't
Speaker 3: a pirate.
Speaker 4: Zombie to think of something zombie.
Speaker 3: Michael Johnson did it in Thriller.
Speaker 5: By the way, I got to bring this up because
Speaker 5: I just saw this they just did and it was
Speaker 5: so wonderful, not after by anything we're talking about. But
Speaker 5: I didn't know this as far as an endorsement. Michael
Speaker 5: Jackson was doing Thriller forty years ago, whatever that is,
Speaker 5: and Don King made a deal for PEPSI from Michael Jackson,
Speaker 5: and Michael Jackson went, oh, I'm going I don't do this.
Speaker 4: So but he made it. And I guess with Don King,
Speaker 4: you don't say no if you made it. Yeah.
Speaker 5: So his lawyer, John Broncas said, Michael called me and said, Okay,
Speaker 5: I'll be in the commercial. It's a two minute commercial.
Speaker 5: I'll be in the commercial. I'm never holding the product,
Speaker 5: and I'm in the commercial for three seconds. And if
Speaker 5: you watch the commercial, it's kids and a kid dressed
Speaker 5: like Michael. They're out on the street, they're trying to
Speaker 5: do thriller. They're joking around for a good long time,
Speaker 5: and all of a sudden, the kid backs up and
Speaker 5: he realized he's backed up into Michael Jackson and he
Speaker 5: looks up. You can count to three he looks up one, two, three,
Speaker 5: it's Michael and he's gone. And now the kids are
Speaker 5: just elated because they've seen Michael Jackson. They continue dancing,
Speaker 5: they get the number down and they're out.
Speaker 3: Like it.
Speaker 4: I like it too.
Speaker 5: I'm gonna put that close in. Whatever Jason will be,
Speaker 5: I only touched the problem. He's not going to be
Speaker 5: facing forward. You will not be facing forward. Trust me,
Speaker 5: he's easy and you. I'll give you the number. You
Speaker 5: shouldn't talk to him directly. He's he's a troublemaker and
Speaker 5: a pirate thing. Come on, it's already been done. Well,
Speaker 5: thank you man, thanks for being on. Mark has the
Speaker 5: CEO of the Helmsman Group, which helps friends navigate the
Speaker 5: world of consumer packaged goods.
Speaker 4: They've helped over two hundred new.
Speaker 5: Product platforms WOW into the commercial market, representing more than
Speaker 5: two billion in sales.
Speaker 4: Why is he even talking to us?
Speaker 3: You know?
Speaker 4: Because all right, because it's the Jason rum.
Speaker 3: He and I are here for one reason and it
Speaker 3: doesn't have the initials p TA nothing.
Speaker 4: To do with me.
Speaker 5: Thank you very much, Thanks, thank you, pleasure it.
Speaker 3: Can I just say I started this episode saying I
Speaker 3: was not gonna enjoy this. I thought you were trying
Speaker 3: to take a piece of me. I am, and let
Speaker 3: me just say, I get a this has turned out
Speaker 3: very well.
Speaker 4: I think I think this is he's actually the guy
Speaker 4: he does this. I know.
Speaker 3: I'm gonna be mister rum and I'm gonna say remedy, remedy,
Speaker 3: m no, no, no rum for you, no rum for you.
Speaker 3: It doesn't make sense. It's a negative. How do you
Speaker 3: sell a product because it's funny? I don't know that?
Speaker 3: Isn't that a Seinfeld patented?
Speaker 1: Know?
Speaker 4: So it for you?
Speaker 3: That's a can we get a can they have the
Speaker 3: trademark on a sentence? They could?
Speaker 5: Well, we should find that out right right away, all right?
Speaker 5: So I just got to because I had some celebrity
Speaker 5: endorsements to go wrong. I'll just do the one because
Speaker 5: I want to get the Google hunt. But this one
Speaker 5: made me.
Speaker 4: Laugh, all right.
Speaker 3: And then I got after David talks about I got
Speaker 3: a game from.
Speaker 5: Okay, right, so Samsung gets Lebron James to do there's
Speaker 5: Samsung Galaxy, not refune.
Speaker 4: It is an endorser. What thing. He's got twelve million followers.
Speaker 5: Yeah, except that when the phone crapped out temporarily, he
Speaker 5: tweeted out, my phone just eraced everything it had in
Speaker 5: it and rebooted. One of the sickest feelings I've ever
Speaker 5: had in my life. He sent that to his twelve followers,
Speaker 5: and the immediate followed following tweet after that was from
Speaker 5: somebody said, sounds like you just heard. The sound you
Speaker 5: just heard was everyone at Samsung face planting simultaneously because
Speaker 5: their endorser just basically said, my phone, my phones a
Speaker 5: piece of So there, So there you go. So and
Speaker 5: there's a long list of celebrities we've lost their endorsements
Speaker 5: for a number of stuff, including an ever growing list
Speaker 5: of athletes that you can't even imagine. So yeah, but
Speaker 5: on my head is still spinning that you're gonna we
Speaker 5: didn't have to about branding and ended up potentially having
Speaker 5: an alcohol for you.
Speaker 4: So I'll get over it. Oh yeah, I'm good, David.
Speaker 3: You can't possibly top wow. But is there anything you
Speaker 3: would like to add? I have ideas.
Speaker 8: I have ideas of all when when you're doing an advertisement,
Speaker 8: and it includes Michael Jackson and kids, I think three seconds.
Speaker 3: Kids probably.
Speaker 4: Too.
Speaker 3: You get to.
Speaker 5: Everybody said said he wouldn't touch the product.
Speaker 9: All right, all right, Number two, number two, trying to
Speaker 9: get a little bit of peace on your rum brand,
Speaker 9: Jason Alexander head shaped bottle, Right, all.
Speaker 5: Right, moving on, even I just threw wow, no, no, no,
Speaker 5: because Ad has a skull.
Speaker 4: You're drinking rum out of Jason's head. Think about it
Speaker 4: for a second. Okay, exactly. I don't think so, and
Speaker 4: I think you.
Speaker 3: Have to use it. George Land, I don't think.
Speaker 5: That the you can't use a George's line. It's sein film,
Speaker 5: don't pooh pooh. That's where they draw the line.
Speaker 4: Yeah, we're not going to get any of those unless
Speaker 4: you get approval.
Speaker 3: If it is you want, I can marry David's idea
Speaker 3: and a George line. So the bottle was shaped like
Speaker 3: me and the line and the product is called It's
Speaker 3: not Me, it's rom.
Speaker 4: I can't believe it's not Alexander.
Speaker 3: It's not it's right.
Speaker 1: No.
Speaker 3: My famous line is it's not I invented, it's not me.
Speaker 3: It's you. You're telling me it's not you.
Speaker 4: It's me.
Speaker 3: I invented.
Speaker 4: It's not me.
Speaker 3: It's you. It's me, it's not you. It's right, it's wrong.
Speaker 4: It does my head.
Speaker 3: Boy, you're exhausted, you're exhausting.
Speaker 4: Can't stand it?
Speaker 3: All right, so there we go, there you go.
Speaker 4: All right, all right, it's starting with you don't drink
Speaker 4: and now you're a rum. Okay, really really kill me.
Speaker 3: Kill me.
Speaker 4: By the way, I'll be doing a podcast for the
Speaker 4: next four hundred years. For dollar Jason.
Speaker 5: Jason sells rum for three hundred million dollars.
Speaker 9: What also if you wanted to do the pirate ideas
Speaker 9: space pirates?
Speaker 4: You know what's great?
Speaker 5: Spirates Google, and I'm supposed to give us scugahems. He's
Speaker 5: pitching around everybody in the control room. Producer Laurie David
Speaker 5: no Moss on the ideas for the rum. Okay, I
Speaker 5: think let Jason, let's.
Speaker 9: Want to PE's already tell me that you you know what?
Speaker 3: My rum is gold everyone, but tell them what's crazy? Laurie?
Speaker 4: When's our next thing? I don't know. I'm working on
Speaker 4: the Yeah, all right, you ready? David?
Speaker 3: Can I play a game with you? Or do you
Speaker 3: have more?
Speaker 4: Please?
Speaker 1: Do? Please? Do?
Speaker 4: All right?
Speaker 3: These are products that, as far as I know, have
Speaker 3: no celebrity, and this is my thing. I'm going to
Speaker 3: give you the product. You tell me who should endorse it?
Speaker 3: Are you ready?
Speaker 5: Vazzil baz basing one of the the remaining Golden Gers.
Speaker 5: A golden girl living the Golden Girls right away, a golden.
Speaker 4: Girl gold whatever.
Speaker 3: The band aids band Aids aid, who played less despin
Speaker 3: w k RP that guy?
Speaker 8: Wow?
Speaker 4: Yeah, celebrity.
Speaker 5: On the l pay was the unready band Aids should
Speaker 5: be ready, Johnny Knoxville.
Speaker 3: Johnny Knoxville. That's very good. I was thinking Tony Hawk.
Speaker 3: Tony Hawk also very good. O Lestra, well, lest don't
Speaker 3: make it all right. Let's say they did Oprah, Oh
Speaker 3: my god? Why why not heinz ketchup?
Speaker 5: Heinz ketchup should be oh, oh, what's your name?
Speaker 1: Melia Mark?
Speaker 4: Why? Because you don't think a heartputting.
Speaker 1: Catch up on the regular.
Speaker 5: But even though I'm royal adjacent, I still live like you.
Speaker 5: I like catch that's I think that's wake. Oh Steven RT,
Speaker 5: you're doing people who are who are Wow? I shouldn't judge,
Speaker 5: by the way.
Speaker 3: I could also dig into why that but seven.
Speaker 5: Eleven seven, eleven, seven and eleven they should have as spokesman.
Speaker 3: They really should have been Celebrity.
Speaker 5: Green Day, the whole group. Why, just because I think
Speaker 5: they would look good in the seven eleven. Go and
Speaker 5: give us this, this, and this before we go into it.
Speaker 5: We look suff this is.
Speaker 3: A big company. Big company. They don't have a celebrity
Speaker 3: spokes Starbucks, Starbucks champette.
Speaker 5: Just because you're serious about coffee, is he? I'm serious
Speaker 5: about saving people as they am about cough. You know what,
Speaker 5: when you got to if you're gotta stay up twenty
Speaker 5: two hours to go save people and hate in the
Speaker 5: world and do the clean up, sure.
Speaker 3: Okay, you need a lot. You got it.
Speaker 4: Ship right away, Ship right away? Where you got right?
Speaker 3: Last one?
Speaker 5: Frontier Airlines, Frontier Airlines, Tara Reid, tell me why.
Speaker 4: Just go.
Speaker 3: John john Way. She hadn't been big, and I think
Speaker 3: saving on air for may maybe.
Speaker 4: Company.
Speaker 3: First of all, I just have an ability to do
Speaker 3: the names just come. They just can't.
Speaker 4: I tell you, I'm just not working on.
Speaker 3: With these ideas off the top of his head ideas.
Speaker 3: All right, this is a very productive day. Good or
Speaker 3: you should you should David I, thank you, Laurie, I
Speaker 3: thank you the future president and vice president of No
Speaker 3: Room for your Costs, Thank you CEO of No Room
Speaker 3: for you ladies in jail for you really the scirt
Speaker 3: or not.
Speaker 2: No Really, as another episode of Really No Really comes
Speaker 2: to it close. I know you're wondering, who are the
Speaker 2: highest paid celebrity endorsers in history? Well, we'll count him
Speaker 2: down in a moment, but first let's thank our guest,
Speaker 2: Mark Hawes. You can follow market his website Helmsmangroup dot com.
Speaker 2: On Instagram, he is at Helmsman Group and on Facebook
Speaker 2: it is the Helmsman Group. Our little show hangs out
Speaker 2: on Instagram, TikTok, YouTube, and threads at Really No Really Podcast,
Speaker 2: And of course you can share your thoughts and feedback
Speaker 2: with us online.
Speaker 3: At reallynoreally dot com.
Speaker 2: If you have a really some amazing fact or story
Speaker 2: that boggles your mind, share it with us and if
Speaker 2: we use it, we will send you a little gift.
Speaker 2: Nothing life changing, obviously, but it's the thought that counts.
Speaker 2: Check out our full episodes on YouTube, hit that subscribe
Speaker 2: button and take that bell so you're updated when we
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Speaker 2: So listen and follow us on the iHeartRadio app, Apple
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Speaker 1: Now.
Speaker 3: Who are the highest paid celebrity endorsers ever?
Speaker 2: Well, There's Catherine Zata Jones for t Mobile at twenty million,
Speaker 2: Johnny Depp for Dior at twenty million, Taylor Swift for
Speaker 2: Coca Cola at twenty six million, but that was in
Speaker 2: twenty fourteen. Selena Gomez for Puma at a cool thirty mil,
Speaker 2: George Clooney for an Espresso coming in at forty million.
Speaker 2: Julia Roberts topped that with land Comb at fifty million,
Speaker 2: same price for Beyonce and Pepsi. And then we hit
Speaker 2: the big boys, Tiger Woods for Nike at one hundred million.
Speaker 2: George Foreman and his foreman Grill made a deal with
Speaker 2: Sultan Ink for almost one hundred and forty million. David
Speaker 2: Beckham and Adidas come in at one hundred and sixty million,
Speaker 2: and blowing them all away is Lionel Messi and Adidas
Speaker 2: at a deal reportedly worth one billion dollars, all of
Speaker 2: which leads to the unavoidable question, Hey, Adidas, don't you
Speaker 2: need a voice actor for your commercials?
Speaker 3: Because I can do this for way under what you're paying.
Speaker 3: Lionel Messy call me idiotis just do it? Oh wait,
Speaker 3: that's a Nike slogan.
Speaker 2: Huh damn okay, well, call me, we'll figure something out. Really, No,
Speaker 2: Really is the production of iHeartRadio and Blaise Entertainment.