The Suite Life: 3 Brands Leverage the Rise of Celebrity Seeding

In the latest installment of the SUITE life by HAS Events, a series highlighting the hottest emerging brands, we’ll reveal the inside scoop on entrepreneurs leveraging celebrity gift...

Celebrity seeding is big business in a digital world where one celebrity sighting or tweet can send a brand into overdrive. In the latest installment of the SUITE life by HAS Events, a series highlighting the hottest emerging brands, we’ll reveal the inside scoop on entrepreneurs leveraging celebrity gift bags and gifting suites to build their brands.


“Celebrity sells… as the race to build mass market appeal gets ever more competitive,” according to PR agency Rogers & Cowan. Celebrity seeding, the process of gifting products to celebrities in exchange for the awareness and endorsement that celebrity can generate for the brand, continues to gain traction.

SocialPRBlog writer Jennifer Berson explains how brands are using celebrity seeding in new ways to acquire press coverage. “Consumers everywhere are fascinated with what their favorite stars are doing, wearing, driving, eating and more,” Berson notes. “As style leaders, they are powerful influencers and its no wonder that more and more companies want to integrate their products into the lives of celebrities with the goal of generating mass media exposure.”

Here’s a look at three entrepreneurial brands that aim to leverage celebrity product placement and celebrity seeding to build their brands.


1. The Pillow Bar

Beauty Sleep. Even the most genetically blessed need it, and even more so for those of us often on the run. Whether building an empire or simply decorating it with their presence, there are few who can’t use a little help getting the mythical recommended eight hours.

One entrepreneur aims to help you avoid restless nights with a concept born from the pain of endless travels known all to well by both celebrities and entrepreneurs alike. The Pillow Bar aims to offer the holy grail of a good night’s sleep with their hand-made customized pillows. Founder, Merrimac Dillon started the company in her Dallas, TX garage in 2007 and today Merrimac’s brand is available online and at fine retailers nationwide.

Source: Courtesy Photo

2. Daniel Buchler

New York-based Daniel Buchler loungewear and sleepwear, led by a father and daughter team, has built their brand through an offering of luxurious fabrics to create the best that loungewear can offer. Jet-set starlets and executives can’t always curl up with a cashmere throw next to a fireplace when they want to, but wearing this soft luxurious clothing, draping and hugging in all the right places, may be the next best thing. Daniel Buchler participated as a gift sponsor for ABC’s Bachelor Pad Season 3 in the summer of 2012.

Source: Courtesy Photo
Source: Courtesy Photo


3. Beauty Foods

Founded by entrepreneur Jacque Gibson, a former department store creative director, Beauty Foods provides an all-natural concoction that helps you sleep and gives you a vitamin boost, while brilliantly disguised as a decadent hot chocolate.

Members of the Texas-based Dallas Cowboys Women’s Association and Emmy Awards attendees in Hollywood, CA recently found Beauty Foods in their luxury swag bags, already making the little brown packets a hit in elite circles.

Source: Courtesy Photo
Source: Courtesy Photo


Do you utilize celebrity seeding and celebrity product placement to build your brand? If so, let us know how in the comments section below.

Disclosure: This post is brought to you by HAS Events. HAS Events has existing or prior business relationships with the brands featured and does not receive compensation from clients for sharing their views in this post. This article represents the sole viewpoints of HAS Events.

HAS Events is a Dallas-based luxury experiential marketing and event firm focused on creating emotional connections and brand activation experiences. With a history built on numerous years of brand experience, relationship building and event planning & management, founder Hamilton A Sneed and his team are passionate about bringing brands to life through strategic partnerships. Some of HAS Events clients have included Timothy Oulton, eVgo Network, Glam Rock Watches, Pat & Emmitt Smith Charities, Beacon Audio, NFL PLAYERS and Jack Black Men’s Grooming.


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