Jeff Koinange
The launch of the revamped Tusker Malt also saw journalist and popular talk show host Jeff Koinange unveiled as the new face of the brand.
A legend in his own right, Jeff was introduced to the world through a TV advert and campaign dubbed The Taste of Legends set to celebrate achievements by Kenyans who have pioneered in various spheres of their lives.
During the multi-million campaign, Jeff will feature as the celebrity bartender in various bars as the brand looks to cement its position in the premium beer category.
This move not only benefits him but also his brand by providing the perfect opportunity for his fans to interact with him.
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Jalang’o
Comedian Phelix Odiwour better known as Jalang’o Mwenyewe is the brand ambassador for the tissue brand Hanan. Prior to landing this endorsement deal, he has been the face of Molo milk, Falcon rice and has even advertised for Safaricom.
In the two-year renewable contract with Hanan, he admits that he cannot be seen buying or using any other product competing or otherwise beside Hanan, but he says this clause depends on the nature of the contract.
“There are objective and subjective contracts and the one signed with Hanan was subjective,” he says further explaining the case of an objective or open contract; the endorsement deal with Falcon rice had an open or objective contract.
During the endorsement term, I had a short stint with Safaricom which would not have been acceptable in the case of a subjective contract.” There are other benefits to be enjoyed besides monetary. “I did not have to buy Internet bundles for the entire time I was involved with Safaricom.”
The endorsements he has been involved in show that his brand is one to be reckoned with. As such he is also very selective of the brands he involves himself with.
“I have, in the past, turned down endorsement deals of brands that I feel do not have a future or are not reminiscent of my brand and what I stand for,” he says of the importance of maintaining a brand image and upholding moral values. “No corporate want to be associated with someone with low morals,” he adds.
Chef Ali
Chef Ali prefers calling the deal cut out between him and the car brand Chevrolet as a partnership as opposed to an endorsement. “It is a symbiotic relationship. It is of mutual benefit where we work to build one another,” he explains.
While you may not see him on billboards, he does a lot of product placement on his show and on social media. Asked about the money, he says that though he makes a living out of it, it is important to note that it all started as a passion and a love for the brand.
“Ever since seeing the Chevrolet being endorsed on the movies I watched from a very young age, I fell in love with the brand and have been a big fan ever since,” he says of the love that grew and eventually saw him buy his first Chevrolet car in 2006.
“I fell in love with the brand because it is rare and unique and has a certain elegance to it,” he explains. As such it was only a matter of time before a partnership ensued; the deal came through in 2014.
While his agreement with Chevrolet does not pin him down to driving the Chevrolet brand only, he feels no need to deviate from the brand. “Do not get me wrong, there are good brands out there, but whenever I get into another car that is not a Chevy, I do not feel like I am driving. It is the only car I am comfortable driving,” he confesses.
He plays his role in endorsing the brand by showcasing the features of the car and introducing the new Chevrolet brands into the market on his TV show. In return he gets to enjoy test drives of the new models that come in.
Juacali, Adele, DJ Joe Mfalme, Octopizzo
The three-month Guinness campaign dubbed Made of Black saw Genge artiste Juacali, DJ Joe Mfalme, DJ Amar Bhat and radio personality Adelle Onyango do rounds in clubs — within and out of Nairobi — over the weekends where they would hang out with their fans and put up a performance for them while at it.
The campaign, slated to conclude this month, also called for fans to submit their personal stories of resilience demonstrating why they are ‘Made of Black’.
In celebration of these Kenyans who are not afraid to express themselves, the most inspiring and exceptional stories were then selected and the individuals featured alongside the celebrities on billboards.
“The entire campaign gave me a good opportunity to interact with my fans,” says Juacali. Monetary benefits aside, Juacali admits that the billboard adverts in which he appeared gave his brand much needed exposure.
Catherine Kamau
Known for her former role as a short tempered, overbearing wife Celina Mitego in the Citizen show mother-in-law, she has been the brand ambassador for Harpic since 2012, with the contract being renewed in 2017.
She replaced singer Susan Owiyo as the new face and brand ambassador of the toilet bowl cleaning detergent.
Other celebrities who have endorsed brands in the past include Wahu who endorsed Rexona roll-on, Avril who is the Oriflame ambassador, and Wyre who endorses Sport Pesa.
