Popjustice
  • Home
    • Briefing archive
  • Features
  • Playlists
  • Get Popjustice emails
  • About Popjustice
    • About
    • Popjustice: Est 2000
    • The Popjustice Twenty Quid Music Prize
  • Contact
    • General contact details
    • Submit music
  • Forum
Recent Posts
  • Congratulations to Charli XCX and Lorde: winners of the 2024 Popjustice Twenty Quid Music Prize
  • The 2024 Twenty Quid Music Prize: Shortlist
  • The 2023 Popjustice Twenty Quid Music Prize: Shortlist
  • Fine, let's do a Substack then.
  • The 2022 Popjustice Twenty Quid Music Prize: shortlist
Hello! In theory you should only be seeing this if you're using a mobile or tablet. How's the site looking? If anything's wonky click here and tell us so we can fix it. Thanks! x
Popjustice
  • Briefing
  • Features
  • Playlists
    • New Music Friday: The Popjustice Edit
    • Big Hit Energy
    • 21st Century Pop
    • 2018% Solid Pop Music
    • Full archive
  • About
    • About Popjustice
    • Contacting Popjustice
    • Send music
    • Popjustice: Est 2000
    • The Popjustice Twenty Quid Music Prize
  • Forum
  • The Briefing

It's time for Jessie J to sack whoever's making awful decisions

  • July 7, 2015
  • Popjustice

jessie-j-tuc-biscuits-2

It's time for Jessie J to look at what's happening to her career and it's time for Jessie J to take action.

Below you'll see part of an ad campaign currently running in Australia, where Jessie's a coach on The Voice. (Thanks to David for sending this over.)

https://www.youtube.com/watch?v=kIc7eZApUe8

Australian media site Mumbrella reports:

The campaign sees Cadbury invite new The Voice judge/coach, Jessie J, to “share the joy”, bringing her on as a brand ambassador.

As part of the spon­sor­ship, the pop singer will front Cadbury’s above-the-line campaign, becoming the face of TV ads and a ‘Snap Your Selfie’ promotion, asking fans to take a picture of them­selves with their favourite Cadbury bar.

Carla Filia, Head of Marketing – Cadbury, Bars & Bitesize said: “As a brand, Cadbury Dairy Milk exists to ‘free the joy’ for all Australians. Our fans exper­i­ence joy in dis­cov­er­ing new Cadbury Dairy Milk flavours, just as they do in dis­cov­er­ing new talent on The Voice Australia.

“Leveraging this strong insight, the creative territory of ‘The Joy of Discovery’ was born allowing us to create engaging content that is truly integ­rated into the show. We will be engaging our fans in ‘The Joy of Discovery’ over the next few weeks, deliv­er­ing a fully integ­rated marketing campaign lever­aging our spon­sor­ship of The Voice Australia.”

Lizzie Young, Nine Entertainment Company Director of Content & Brand Integration, said: “Cadbury’s message is all about the joy of discovery, something we know only too well, making our part­ner­ship a perfect fit. The series captures some fantastic joyful moments and we’ve been delighted to have Cadbury on board to take that to another level. Stay tuned to The Voice Australia in the coming weeks so you don’t miss out on watching these moments unfold.”

Consumers will also be given the unique and exciting oppor­tun­ity to win a meet-and-greet with the star through Woolworths.

The video above isn't the only one she's done for Cadbury. Here's one about Fruit & Nut. Here's a 'flavour battle'. Here's a 'flavour warm-up'. Here's one all about pep­per­mint.

In total Cadbury have eight of these videos on YouTube.

Popjustice readers will already be well aware of Jessie's deal with Tuc biscuits. We talked about that here.

They will also, surely, be aware of Jessie J's McDonald's deal, also from this year, that saw her per­form­ing on an open-top bus as it drove through London.

Last month, Jessie also got involved in a campaign by Kellogg's Pop-Tarts, on a song with Rixton, appar­ently created for Pop-Tarts' Crazy Good Summer promotion.

https://soundcloud.com/officialpoptarts/sorry-to-interrupt

That's four snack campaigns in 2015 alone. We're only halfway through the year.

We under­stand the pressure that faces modern recording artists. We under­stand that everyone has to do endorse­ment deals. We under­stand that in a world that contains Rita Ora, Jessie J probably isn't top of the list like she might have been a few years ago. We under­stand all that. It's not as if our own website isn't festooned with adverts.

But Jessie J deserves better than this. Even if you don't like Jessie J — even if you think she's the worst artist of the 21st Century — you'd surely look at her achieve­ments and her vocal talent and agree that she deserves better than this.

Who is making these decisions? Who is con­vin­cing Jessie J that any of this is good for her career?

We all know that Jessie is 'head­strong' but surely she can't be the one storming into board­rooms and shouting "I'm a multi-platinum recording artist who with the right A&R could have a long career ahead of herself! Get my face on multiple snack adverts NOW!" And even she is doing that, it's someone job to tell her it's bad for her career.

Whoever is facil­it­at­ing all this, you can bet their own career operates inde­pend­ently of Jessie J's future success, and you can bet that they have eggs in other baskets. Have they set up an email autoreply that just says "YES" in massive red letters? Have they actually said no to anything in the last twelve months? Or is there more to come? The mind boggles.

  • Cadbury
  • Jessie J
  • Pop-Tarts
  • someone needs sacking
  • Tuc biscuits
Previous Article
  • The News

Let's catch up with Meghan Trainor and her vocal haemorrhage

  • July 7, 2015
  • Brad O'Mance
Have a read
Next Article
  • The Briefing

Notes on the next five years of Rihanna's career

  • July 7, 2015
  • Popjustice
Have a read
Further listening
Greatest hits
  • An amazing Charli XCX interview-slash-chat
  • Britney Spears interview: "You learn from everything that happens, good or bad"
  • Patrick Wolf interview: "Bring a cushion"
Further reading
  • 1
    Congratulations to Charli XCX and Lorde: winners of the 2024 Popjustice Twenty Quid Music Prize
  • 2
    The 2024 Twenty Quid Music Prize: Shortlist
  • 3
    The 2023 Popjustice Twenty Quid Music Prize: Shortlist
  • 4
    Fine, let's do a Substack then.
  • 5
    The 2022 Popjustice Twenty Quid Music Prize: shortlist
  • 6
    2021 Popjustice Twenty Quid Music Prize: Laura Mvula wins
Est 2000. Still going.
Socials

 Spotify
 Facebook
 Twitter
 Instagram
 Soundcloud

'Quick links'

About Popjustice
Contact Popjustice
Sign up for the newsletter 
Submit music
Est 2000
Twenty Quid Music Prize 

Playlists

21st Century Pop 
New Music Friday: The Popjustice Edit 
2018% Solid Pop Music 
The Sound Of Popjustice 
Playlist archive

© 2020 Popjustice Ltd. Scrolled to the bottom now you're here
  • Privacy, Ts & Cs, cookies etc
  • Corrections

Input your search keywords and press Enter.