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Ashton Kutcher, Popchip Culture Czar

Posted by Shirley Brady on June 28, 2010 04:00 PM

Ashton Kutcher isn’t just a fan of Popchips. He loves the brand so much he has just acquired a minority stake in the company, and will oversee the San Francisco-based firm’s social-marketing efforts as its first ever “president of pop culture.” One thing he won’t do — appear in Popchips ads.

“Listen, I’m going to eat these chips anyway,” the socialy media-savvy actor (who boasts 5 million-plus Twitter followers) tells the Wall Street Journal. “If I can, why not actually own a piece of the company? As my image is being leveraged, I am participating in the upside.”

The move echoes Polaroid’s “hiring” of Lady Gaga in January as its creative director, a partnership (she similarly acquired an undislosed minority stake) that led to a meeting in April but not much (yet) beyond that.

As the Journal notes, Sarah Jessica Parker was recently named chief creative officer of Halston, where she will design its secondary line, after a stint as guest designer for Steve and Barry ended with the chain’s bankruptcy; Ellen DeGeneres “took an estimated 15% stake” in Halo Purely for Pets in 2008; and rapper 50 Cent acquired a stake in Energy Brands Inc., maker of the Glaceau line of waters, including Vitaminwater.


Bill Backus United States says:

What – that’s pretty cool. I can totally see those celebs trying to do their thing with those brands. We all know it’s just shock-value news that these brands look to gain, and of course to leverage the trending hotness of what the celebs are doing in their career. I think the partnership / Creative Director for Gaga was a brilliant move on Polaroid’s part – they totally need to re-innovate their brand soon, and Gaga’s buzz worthy brand is differently the right fit for Polaroid.

However, with that being said, I would love to see Polaroid step up and do some cool stuff – perhaps bring back the 80’s Instant Polaroid Flip Camera – perhaps in hot retro colors. Say goodbye to Ashton’s tech-savvy Nikon and say hello to Polaroid’s Retro-Chic Camera – LOL.

June 29, 2010 01:09 PM #

John Hutcheringson United States says:

Great insight bill, except I hate you. Polariod needed to re-innovate their brand in the late 90’s but everyone knows that. What everyone doesn’t know is that Lady GaGa is actually adam lambert.

FYI SJP couldn’t sell a shoe box

July 1, 2010 04:27 PM #

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