Ethos In Pop Culture

Ethos is a very effective branding technique that uses celebrities and other high status individuals to advertise a brand. Ethos provides brands with a way to get in touch with different audiences, can create a memorable face for the brand, and can assist brands with getting a step into the pop culture realm. Firstly, ethos is an effective branding strategy because it provides brands a way to get in touch with different audiences and social groups in society by using figures outside their usual branding to lure in new consumers. For example, Coca Cola did this when they were able to appeal to young girls through working with pop singer Taylor Swift to promote their product; Diet Coke. This shows the power of status in expanding markets as this product was more common among older individuals because of its appeals towards health and fitness, yet they were able

These commercials were guaranteed to be viewed and shared across the fan base which satisfied fans as well. Lastly, ethos can assist brands with getting a step into the pop culture realm. A great example of this is Dunkin Donuts recent uses of Titkok stars. In 2019, Dunkin Donuts partnered with Tiktok star Charli D’amelio, allowing them to rebrand as a social media centered business. This method proves to be extremely successful in this case as Dunkin was more popularized toward the “classic american” crowd, such as families and working individuals. When they decided to use Charli as a rebranding tool, it evoked trends like “ordering the charli from Dunkin '' where users of the app would record themselves going to the chain and purchasing and reviewing the product. The app's later obsession with the store even had charli’s fans being named ‘dunkins’ to show support toward the young star working with such a brand, creating more social media attention for the company