These examples of crossover star marketing will appeal to a diverse and multicultural demographic. Following in the footsteps of film and music industry execs, recognized brands are enlisting the help of crossover actors and artists to sell their products.
Some examples include Modern Family actress Sofia Vergara and pop culture icon Jennifer Lopez. Having transitioned from Columbian fame to global superstar status, Sofia Vergara is not only charming but is also recognized for her beauty. In an attempt to reach a more diverse demographic, soda brand Pepsi has embraced Vergara's quick wit and humor while beauty brands have featured the star in a number of cosmetic campaigns.
In addition, Jennifer Lopez and Shakira have ruled both the American and Latin American music market for years. While triple threat JLO has been the face of countless fashion endorsements and a judge on Fox's American idol, Shakira has been a spokesperson for global sporting events like the World Cup and was featured on NBC's The Voice.
While Hispanic crossover stars are taking over primetime television, French crossover stars like Audrey Tautou, Marion Cotillard and Johnny Depp's ex-wife Vanessa Paradis are acting as the faces of luxury fashion brands like Chanel and Dior.
- Gen Z
- Gen Alpha
- Millennial (primary audience)
- Gen X (primary audience)
