Celebrity ‘Coincident’ Marketing at Its Worst and Best

In the world of advertising, celebrity endorsements are a well-trodden path. 

When done right, they can amplify a brand’s reach and resonance. 

However, when the connection between the celebrity and the product feels forced or uninspired, the results can be underwhelming. 

This is where “coincident” marketing—a strategy that pairs a celebrity with a product based on a shared name or trait—comes into play. 

Let's explore two campaigns that highlight the highs and lows of this approach.

The Declan Rice x Müller Rice Campaign: A Missed Opportunity

During the World Cup, Müller Rice launched a campaign featuring England footballer Declan Rice. 

On paper, the idea might have seemed like a no-brainer: a footballer named Rice promoting a product called Rice. 

The campaign leaned into this coincidence with a jingle that had Declan Rice singing a parody of the iconic “Ice Ice Baby” song, reworked as “Rice Rice Baby.”

While the connection between the footballer and the product was clear, the execution left much to be desired. 

The campaign felt too obvious, almost as if it was created by a random word association game rather than a creative marketing team. 

It lacked the cleverness or humor that could have made it memorable. Instead of embracing the absurdity of the situation with a wink and a nod, the campaign played it straight, which only highlighted the superficial nature of the connection.

The problem wasn’t the concept but the missed opportunity to inject some self-deprecating humor into the campaign. Imagine if the ad had leaned into the absurdity of a world-class athlete singing a cheesy jingle about a snack. 

A more tongue-in-cheek approach could have turned the campaign into a viral sensation. Instead, it felt flat and uninspired.

That being said, timing is everything in marketing. Had England gone on to win the World Cup, the campaign might have taken on a different meaning. 

The association with victory could have turned the jingle into a celebratory anthem, perhaps even topping the Christmas charts. 

A gamble that didn’t pay off. 

The Michael Cera x CeraVe Campaign: Coincident Marketing at Its Best

On the other end of the spectrum, we have the Michael Cera x CeraVe campaign, which serves as a masterclass in coincident marketing. 

This campaign paired actor Michael Cera with the skincare brand CeraVe, and the result was nothing short of brilliant.

Unlike the Declan Rice campaign, the CeraVe ad leaned fully into the absurdity of its premise. The campaign felt like a parody of overly dramatic skincare commercials, with Michael Cera—known for his awkward, self-deprecating humor—playing the lead role. 

The juxtaposition of CeraVe’s serious, medical branding with a hilariously deadpan spoof made the brand’s moisturizing products feel approachable and even fun.

What made this campaign work so well was its self-awareness. The idea of Michael Cera as the face of a skincare brand was inherently funny, given that Cera is often cast as the awkward, boy-next-door type. 

But the fact that Cera, at 35, still looks remarkably youthful added a layer of believability to the joke. It played into the idea that perhaps Cera’s secret to eternal youth really was CeraVe all along.

The campaign didn’t stop at just an ad. Viral videos of Michael Cera signing CeraVe bottles in stores and handing them out in New York further fueled the buzz. 

These stunts blurred the line between reality and satire, engaging the audience in a way that felt organic and playful. It’s this layering of humor, self-deprecation, and clever branding that made the campaign so effective.

The brilliance of the Michael Cera x CeraVe campaign lies in its ability to be simultaneously ridiculous and believable. It’s the kind of marketing that understands its audience and doesn’t take itself too seriously, which is exactly why it works. 

The campaign managed to make a serious skincare brand feel accessible, all while creating a memorable and viral moment.

Conclusion: The Fine Line Between Success and Failure

Coincident marketing can be a double-edged sword. When done poorly, as with the Declan Rice x Müller Rice campaign, it can feel lazy and uninspired. 

However, when executed with creativity and self-awareness, like the Michael Cera x CeraVe campaign, it can elevate a brand and create lasting impressions.

The key is understanding the balance between humor and branding. A successful campaign doesn’t just rely on a coincidental connection; it builds on it with clever storytelling, engaging content, and a clear sense of identity. 

When these elements align, coincident marketing can transform a simple name-based joke into a multi-layered, effective, and memorable campaign.