Memo

I wrote this memo for a class entitled Integrated Marketing Communication. The guidelines for this memo were to select a brand and write a convincing argument about a celebrity (actor/actress, athlete, model, politician, etc.) who we felt should be chosen to represent that brand. We were asked to tell why we think this celebrity should be chosen and what significant connections that link the celebrity to the brand. This piece of writing demonstrates my skills for memo writing, my use of creative ideas, and my ability to respond accordingly to a task given to me.

University of Pittsburgh

Memo

To:	Dr. Paul Lucas
From:	Kelsey DeFelice
Date:	February 1, 2016
Re:	Endorsement

On January 20^th, 2016, Dr. Lucas requested that a convincing argument be written in support of a celebrity of choice, to represent a brand. The purpose of this memo is to show why Patrick Kane would make a great choice celebrity to endorse Gillette Fusion Razors for men. Patrick Kane is an athlete in the National Hockey League (NHL), playing for the Chicago Blackhawks team. To ensure that the endorsement would be successful, the following questions should be answered:

1.  Why should the celebrity, Patrick Kane, be chosen to represent the brand, Gillette?
2.  What significant connections does Gillette have to Patrick Kane?

Overview

To provide feedback to the questions above, I have designed a structure in which will help gain a better understanding of the following:

1.        Commonly known player for having a playoff beard
2.        NHL 2016 game cover playoff beards
3.         Gillette brand’s positive reputation

Patrick Kane has created an identity through his appearance, specifically during NHL playoffs. During the playoffs Patrick Kane, along with most other professional hockey players, began to grow out the playoff beard. He rapidly became known for his impressive beard and mullet. Hockey fans around the world began discussing and spreading pictures of his playoff appearance across many different social media websites.

This icon became so popular that EA Sports had asked Patrick Kane and teammate, Jonathan Toews, to feature on the cover of NHL ’16. The cover would feature the teammates hoisting the Stanley Cup above their heads, while showing off their playoff beards. Naturally, the two were not hesitant with their answers to this question. “Toews’ initial reaction to the latest version of the game, which will include playoff beards, was total excitement…” (Shilton, 2015).

With the rising popularity and love for Patrick Kane’s playoff beard, he would make a great choice to endorse the Gillette Fusion razor. If the Gillette brand is strong enough to tackle the intenseness of Patrick Kane’s playoff beard, it should prove to men viewing this advertising to be an outstanding product. Like Patrick Kane’s well-known playoff beard, Gillette is also a widely known and frequently used product. The redesign of Gillette's Fusion razor was marked the nation's best seller (“Gillette's New Razor: No New Blades,” 2010). This product made a brand promise of no extra blades (“Gillette's New Razor: No New Blades,” 2010). Patrick Kane would be able to successfully endorse this product by vouching that this product can shave his playoff beard, at the end of the season, without issue or extra blades. 

References

Gillette's New Razor: No New Blades! (2010, February 12). Retrieved January 31, 2016, from http://www.cbsnews.com/news/gillettes-new-razor-no-new-blades/

Shilton, K. (2015, June 24). Blackhawks' Jonathan Toews thrilled to share 'NHL 16' cover with Patrick Kane. Retrieved January 31, 2016, from http://ftw.usatoday.com/2015/06/jonathan-toews-patrick-kane-ea-sports-nhl-16-chicago-blackhawks-stanley-cup