Marketers Also Find Her to Be 'Fergalicious'

A Look at the Ubiquitous Pop Singer's Brand Associations

By Published on .

Reprints Reprints

NEW YORK -- Now that her Weight Watchers campaign has long been a thing of the past, The Duchess of York isn't the only "Fergie" marketers have been clamoring to get behind their brands.

Though Fergie said the terms of her deal with Candie's does not include a brand mention in her songs, the pop princess is not shy about brand love.


Stacy Ferguson, better known as Fergie of the Black Eyed Peas and the singer of the self-flaunting hit "Fergalicious," has not so quietly become a one-woman endorsement machine, shilling for everyone from Snickers to Verizon Wireless in her various musical incarnations. Last week, however, the pop tart drew some criticism when a contract she signed with Candie's was said to include a clause in which she would mention the shoe brand in a future single.

The singer earlier this week clarified that such a free musical advertisement was not, in fact, included in the terms of that particular deal. But don't take that as a sign she's shying away from commercialism: She and her Black Eyed Peas band mates recently recorded a customized song for a Pepsi TV ad campaign, and she has three freshly inked ad deals with other marketers. With her continued dominance of the Billboard charts (single "Big Girls Don't Cry" is No. 4 on this week's Billboard 100), it's safe to say Fergie has been everywhere lately.

Herewith, a timeline chronicling the singer's branded exploits through the years:



October 2003 Apple turns to the Black Eyed Peas' rhythmic single "Hey Mama" as the premiere soundtrack for the first of its many silhouetted iPod ads. The song rises to No. 23 on the Billboard chart as agency creatives everywhere begin combing through the band's 2003 album "Elephunk" for other ad-friendly tracks.

June 2004 The NBA turns the band's album track "Let's Get Retarded" into the more PC and radio-friendly "Let's Get It Started" for its NBA finals ad campaign. The single goes on to become a minor success on the Billboard singles chart, peaking at No. 21.

October 2004 The band plays an exclusive concert for 1,500 Hummer drivers and their guests in Anaheim, Calif. Video footage from the special show attracts a then-record 20,000 users to Hummer.com in a four-day period.



May 2005 Teen clothier American Eagle Outfitters hosts listening parties for the BEP's second Fergie-laced album, "Monkey Business." Three months later, the single "My Humps" elevates the band to a new level of ubiquity.

June 2006 The band stars as superheroes in a series of five mini webisodes for MasterFoods USA's Snickers called "Instant Def." The webisodes attract an average of 20,000 unique visits to Snickers.com during a four-week period.



September 2006 Fergie flies solo with "The Dutchess," just as Verizon Wireless starts featuring the album's second single, "Fergalicious," in its new headphones-and-cellphones TV ad campaign.

June 2007 A busy month in Fergieland. First, the singer embarks on a North American tour with an iPhone-esque catch: fans seeking tickets had to be Verizon Wireless carriers who either download a Fergie ringtone or appear in any Verizon store wearing their most "Fergalicious" outfit.



Then, the Black Eyed Peas sign a two-year deal with Pepsi and Doritos that includes the debut of the song "More" in the Pepsi campaign's TV commercials.

Finally, Fergie inks a deal with Candie's that will include presence in print and TV ad campaigns, and a possible clause that would require Fergie to hawk the shoes in a future single. (In a fictional related story, Beyonce makes a bid to rebrand Burger King as Beyonce King in order to reclaim her title of Most Omnipresent Female Pop Star.)
In this article:
Most Popular