an oddly amusing story about how much can go wrong when you pick the wrong celebrity to pimp your product:

“Chrysler’s strategy was to move the brand upscale by attracting younger, more affluent consumers. But during testing, BBDO’s focus groups told Chrysler that Ms. Dion appealed to consumers with an average age of 52. ”

“Publicly, Bill Morden, BBDO Detroit’s vice chairman and chief creative officer, warned that it would take at least a year to improve Chrysler’s image in consumers’ minds.”

[ via marketingwonk ]