How well do you know brand faces?

Key findings

1. Mavi Jeans and Coca-Cola are the most remembered brands in celebrity TV ads; people who remember them correctly name Kıvanç Tatlıtuğ as the face.
2. Even when a celebrity represents several brands, pairings are mostly matched correctly, showing consumers have got used to this.
3. Awareness of the Coca-Cola & Kıvanç Tatlıtuğ partnership is clearly highest among 18–24-year-olds.
4. Partnerships seen as successful: Coca-Cola (18%) and Mavi Jeans (11%) with Kıvanç Tatlıtuğ, Opet with Ata Demirel & Cem Yılmaz (8%), İş Bankası with Metin Akpınar (6%).
5. LC Waikiki’s partnership with İrem Helvacıoğlu had not yet settled in consumers’ minds; QNB Finansbank’s former face Yılmaz Erdoğan is still remembered.
6. Consumers say seeing a celebrity they like increases trust in the brand; no woman in the study said such partnerships affected her negatively.
7. Still, the brand comes first: consumers do not want the celebrity to overshadow it.

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