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, upumpitup.com, 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