Elvis Down For The Count?

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Back in April, USAToday first reported that Elvis would become one of two official spokespeople for the state of Tennessee (Dolly Parton being the living half of that equation). Seven months later, we at Ad Age reported that Elvis's mug would be gracing Reese's Peanut Butter Cup wrappers in time for the 30th anniversary of the King's so-called death.

But now the London Free Press is calling into question Elvis's cachet with the modern young adults his image is being targeted at. Sure, planned stints on YouTube and MySpace may give Mr. Presley a wide audience again, but when the chief of marketing at Elvis Presley Enterprises Inc., Paul Jankowski, says "I can't try to sell somebody Elvis who doesn't know who he is," you know it just might be time to bury the king and let him rest. Especially when teens are saying that awareness doesn't equate to coolness.

So which dead singer do we exploit next?