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C

The power of influence comes

with responsibilities too.

The Coffee Hall of Fame The quality parameter is also something celebrities
should consider when endorsing a product. While research-
Celebrity endorsement has long been an effective way ing for this article, I noticed that most celebrity-endorsed
for businesses to promote their products and services. With coffee brands/products tend to focus on commodity over
the rise of social media, celebrities have an even bigger plat- specialty coffee. It’s interesting that though they have the
form to influence what their followers buy. In industries such power to introduce something new to the consumers, they
as fashion and beauty, this influence has been particularly are also influenced by what is commonly accepted.
pronounced. Whether it’s a celebrity-designed clothing line It is, however, important to note that celebrities have a
or product endorsements from influencers, celebrities can whole team of strategists, marketers and advisors who devise
drive consumer behavior in powerful ways. the best plan for their endorsements. If I had to guess, the
In the coffee industry, celebrities can help drive sales by main reason why celebrities focus more on commodity coffee
making certain trends more popular. This is especially true in over specialty is because some might not even know what
cases where a celebrity’s influence on a certain trend is already specialty coffee is.
well-known, as many customers may be inspired to try a Yet, coffee is a beloved commodity that is increasingly
product simply because “their favorite celebrity is using it.” threatened by the effects of climate change and rising pro-
There are many examples of celebrities endorsing spe- duction costs. Pests, drought, and the pandemic have com-
cialty coffee products, from George Clooney’s endorsement bined to further complicate matters, resulting in coffee re-
of Nespresso to Brad Pitt’s collaboration with De’Longhi. In serves falling to their lowest levels in 20 years. This has forced
addition, many celebrities have their own coffee lines or prices up and made it harder for producers around the world
endorsing coffee brands such as Tom Hanks, Emma Cham- to obtain fair profits.
berlain, George Clooney, Green Day, Hugh Jackman, Millie That’s why celebrities can play a role in popularizing
Bobby Brown, Sodagreen and many more. efforts to mitigate the effects of climate change and other
Celebrity endorsement can also influence the types of threats to the coffee industry. When their favorite celebrity
trends that become popular. For instance, if a celebrity en- promotes a product, fans are more likely to take an interest
dorses a specific type of coffee (i.e. cold brew), more people in the industry and companies that are committed to sustain-
may be inclined to try it out and the trend might become able practices and community development.
increasingly popular over time. Additionally, celebrities can The good news is that we’re seeing more and more
also influence how certain trends are perceived and talked endorsements from public figures for coffee companies with
about in public forums such as social media, which may lead good intentions. Marley Coffee, owned by Bob Marley’s son
to an even greater increase in their popularity. Rohan, was founded to create jobs in Jamaica. USA roaster
However, the power of influence comes with respon- La Colombe has partnered with Leonardo DiCaprio to pro-
sibilities too. The coffee industry heavily relies on sustain- duce a coffee blend that supports the environmental wing
ability and ethical practices for its success, and celebrities of his foundation.
should take this into consideration when endorsing certain For brands, having a well-known face associated with
products or trends. In addition, celebrities should ensure their product can help amplify their message whether it’s Millie Bobby Brown
that they are promoting products that offer real benefits to about sustainability, transparency, flavor, or efficiency. It also
their customers, rather than simply creating hype around a helps customers understand the impact of their purchasing She is the British actor and celebrity who launched new coffee line of
trend in order to boost sales. decisions and encourages them to make sustainable choices. Florence by Mills Coffee in 2023.

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