Grammy winner Estelle singing and dancing in Crystal Light ads

Posted on Fri Feb 13 2009

The Chris Brown situation hasn't stopped company from making sponsorship deals with popular musicians. Kraft Foods has signed with new Grammy winner Estelle for a campaign around Crystal Light. The first ad, which launched during pre-Grammy red-carpet coverage on E!, features a song Estelle wrote specifically for the spot. She performed at the Grammys with Kanye West; the two won the award for best rap collaboration for the ubiquitous toe-tapping tune "American Boy."
  Kraft intends to make Estelle, an Atlantic Records artist, the center of its Crystal Light ads on TV, in print and online. There's a Web site specifically for the campaign,, offering a free download of her original song, "Star," before it goes on sale on iTunes next month. Her empowered-female image fits nicely with Crystal Light's women 25-54 target, the marketer has said, and she even drinks the product. 

—Posted by T.L. Stanley



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