go fast quench fast

SWIFT IS FOR THE FAST

The celebrity endorser of my choice is Usain Bolt. Usain Bolt ("Lightning Bolt") is a world record holder of short distance sprints (9.58 seconds in 100m), though he is retired, his image of a professional athlete and world breaking record remains, which aligns with the brand image proposed in the previous blog post of my brand. 

RECOVER FAST

His image of being fast, and swift, is largely due to his world record. Being previously a endorsed the mobile broadband Optus, his association with speed is deepened even more. This aligns with the name of the brand, it also hints/communicates the speed of temporary recovery of an athlete after drinking the sports drink Swift with the help of his nickname 'Lightning Bolt'. 

SERIOUS ENOUGH

The fact that he is a world record holder communicates professionalism. His extreme speed communicates commitment and hard work. The Usain Bolt brand also communicates professionalism in sportsmanship, which specifically speaks to the target audience of Swift. Though the target audience is semi-professional athletes or above, the target audience has enough professionalism in them to become a semi-athlete, they take such interest serious enough to engage at least once to twice a week, such commitment is exactly what it takes to make such interest a profession (or semi). 

BE HIM

Usain Bolt is a great celebrity to do a brand endorsement on Swift branded sports drinks, as his association is relatable to the interest, lifestyle and the attitude of the target audience of Swift. His speed communicates rapid recovery from drinking the sports drink, his world holding record carries messages of commitment in professionalism, which is in all of athlete's mind. The message is further strengthened and secured with the help of his nickname.