It has taken some time coming, but product endorsement by celebrities has well and truly arrived in Vietnam.

Singer Ho Ngoc Ha.

Affectionately known as Viet Nam’s pop queen, HCM City-based singer Ho Ngoc Ha was selected to be Sunsilk’s face in Viet Nam this year. With a melodious voice and attractive appearance, Ha has won many hearts, particularly teenagers.

And at every public appearance, of course, the poster girl is seen with long and beautiful hair.

Other young singers, including Quang Vinh and Bao Thi, have also earned several millions of dong through contracts with advertising agencies.

Soft-drink brand Pepsi’s new faces are pop singers Toc Tien and Kasim Hoang Vu, while its competitor, Coca Cola, is using young rocker Pham Anh Khoa.

Celebrities are also being used to spread public awareness of important socio-economic issues.

Theatre artist and TV host Quyen Linh was recently selected to become a goodwill ambassador for the national campaign called “Vietnamese Opt Priority for Vietnamese Goods”.

He is also the new face of canned drinks produced by the Binh Duong Province-based Tan Hiep Phat Beverage Group.

In their effort to dominate the market, local manufacturers are willing to spend huge amounts on marketing and advertising and in order to attract young customers, they are increasingly relying on well-known faces to anchor their advertising campaigns.

However, advertisements featuring young celebrities could also fail if their endorsers do not keep up their images and a celebrity’s image, in turn, could be affected by a product that does not meet quality expectations.

VNN/VNS