San Francisco-based Popchips, Inc. is creating a new social media campaign, and it's asking actor Ashton "Mr. Demi Moore" Kutcher to run it, instead of a traditional ad agency.

In fact, according to today's Wall Street Journal, he is now President of Pop Culture for the company, after buying a stake.

The trend: Celebs are looking to become the marketers themselves, not just the pitchmen. 

"The deeper relationship, that has more authentic layers to it, helps validate the relationship" in the eye of consumers, Steven Lashever, co-head of the commercial-endorsement division at Creative Artists Agency, a Hollywood talent agency, tells the pub. These types of deals, says Mr. Lashever, are the "next wave of the merging of celebrities and brands."

Kutcher's not the first, of course. As I've talked about here, Lady Gaga is now the chief creative officer for Polaroid. And Sarah Jessica Parker is the CCO for Halston.

Time will tell if it works out. But as I write in my new book, THE ON-DEMAND BRAND, folks seem to have a thing for Kutcher & Twitter, so who's to say this won't sell a lot of Popchips?

That is, besides the commentator at the end of the video segment shown here?

Read more here.

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"... WITTY, INSIGHTFUL, DYNAMIC ..."

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers—or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

Alison Moore
Vice President, Brand Strategy
& Digital Platforms
HBO

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