In order to launch Casio's fall collection of watches, self-proclaimed party girl Kesha has teamed up with the timepiece brand. Much like the rap star, the watches from the Kesha Casio Baby-G collaboration are fun and vibrant, but still lean toward a tough girl vibe rather than a girly-girl one.
The collection also includes Baby-G's collaboration with the streetwear line Hellz Bellz, which fits effortlessly with Casio's brand ambassador Kesha.
Implications - One of the best (and most cost effective) ways a company can generate immediate brand attention is by featuring a rising star celebrity in their marketing. By connecting their company and brand name to an actor or musician on the rise but not close to the top yet, the company shows that it has its eye on emerging talents the same way it has its eye on emerging products.