To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.
Today’s marketing moment was chosen by Alice Ericsson, EVP-executive creative director at Grey. Below, find out why Ellen DeGeneres being chosen as the face of CoverGirl in 2008 is one of Ericsson’s favorite marketing moments.
One of the best celebrity/brand collaborations was between Ellen DeGeneres and CoverGirl.
CoverGirl has always had celebrity endorsements, but by partnering with a 50-year-old gay woman, we moved into unchartered territory.
Ellen was just as determined to break beauty standards are we were, and the collaboration was a huge success, with CoverGirl becoming the first U.S. cosmetic brand to hit $1 billion in sales within one year of the Ellen launch. Eight years later, Ellen is still a CoverGirl.