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Celebrity Endorsement Brand Strategy PR Stunts

Surreal signs Dwayne Johnson (not that one) as a cereal mascot

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By John Glenday, Reporter

March 7, 2023 | 6 min read

Cereal brand Surreal is finding everyday people with famous names to endorse it, getting the benefits of A-list sponsorship without the seven-figure price tag.

Dwayne Johnson

Surreal signs Dwayne Johnson (not that one) as a cereal namesake

Lacking the marketing budget to stretch for the real deal Surreal has settled for London bus driver Dwayne Johnson who has signed on the dotted line for a mere £200.

Shamelessly promoted as “Dwayne Johnson’s favorite cereal,” the identity-skirting strategy is being pushed to the limits by the signing of three students named Serena Williams, Ronaldo and Michael Jordan to cement the personality appropriation approach.

Surreal co-founder Kit Gammell remarked: “We’re buzzing to be the official cereal of a Dwayne Johnson and a Serena Williams. If anyone knows a Dave Beckham, please get in touch.”

Surreal has yet to hear from any of the co-opted celebrities (or their lawyers).

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