ABSTRACT
In most cases the adoption of a celebrity appears to be the result of creative shortcomings and a failure to find an idea based on the intrinsic properties of the brand. There are examples where the celebrity can reflect the intrinsic aspects, such as the use of the celebrity chef Jamie Oliver in the UK by Sainsbury's, the supermarket chain, which was a great success. A particular area where differentiation is provided by the intrinsic properties of a brand is that of wine. The wines from individual vineyards have strong characteristics and are reinforced by the French concept of terroir, which glorifies the location of the vineyard in terms of its physical characteristics, such as the soil, climate and so on. The general observation on the power of apparently small details has as much validity in marketing as it does in most other spheres of human persuasion; in fact, it is an area where a nudge can be particularly potent.
