The latest CIA MediaLab Sensor survey has discovered that 66 per cent of the British public feel that the Spice Girls have been over-used in the promotion of products and services. Perhaps surprisingly, even more (68 per cent) of 15-24 year olds also felt the ‘Girls had been overexposed.
The survey also appears to demonstrate that personality endorsement does not effect buying habits as 84 per cent of people claim that they are not swayed by seeing celebs on products. Anthony Jones, Head of CIA MediaLab, believes that the endorsement of products will only be effective when the personality portrays values which are synonymous with the brand; the Spice Girls, he says, are too ubiquitous.
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