SAN DIEGO: LG Electronics has hired R&B singer Rihanna as its first US celebrity brand ambassador as part of a promotion of the new colors of its Chocolate music phone.
LG launched the endorsement on Monday at a post-Billboard Music Awards event at Las Vegas' Moon Nightclub in the Palms Resort & Casino. The campaign support's Chocolate's new colors: white, mint green, and cherry red.
Rihanna's endorsement, which began with this event and will continue in the months ahead, is one part of the larger PR effort for the original Chocolate phone, which launched in the US on July 31.
LG wants to promote the Chocolate brand to the 16- to 24-year-old market, which could identify with the 18-year-old singer, said Jon Maron, senior director of marketing for LG Electronics MobileComm USA.