I pass by this poster every day after work. Okay, not this one. I pulled that off google. The image is exactly the same.
It makes my blood boil each time I pass it. Not in the, "wow, Kim looks great in that dress" type of boiling. White hot anger erupting from my chest. If you can shift your gaze to her left leg you'll notice a little line of text.
It is not, as I assumed, a message to drink responsibly. No. Of course it isn't.
It's HER NAME. Somewhere along the line someone thought, "we're paying loads of cash to use this celebrity. Better put her name next to her in case people don't know who it is."
Listen, a celebrity is not worth the money you're paying her/him if you have to do this. Scamp covered this back in 2006. If you're so insecure about your choice in celebrity it may be time to make a different choice.
My instincts tell me that this was a client initiated addition. But that's the easy way out. If advertisers want or deserve to be seen as business partners (rather than service providers) it takes the willingness to say, "that change undermines this campaign."
Because that's what Midori have done. They've undermined the value they were hoping to trade off of. That doesn't seem like an intelligent way to spend money.
There are hundreds of different ways to make an ad for Midori. It's quite possible that the choice to use Kim Kardashian is a very intelligent and strategic one.* But in this current form it's simply wasted money.
*Don't quote me on that. Please.