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Celebrity endorsement of products has a long history. It dates back to the 1760s when pioneers like Josiah Wedgwood started using royal endorsements as a brand-building tool. Athletes and celebrities from the entertainment industry have dominated endorsements in the US. Celebrity endorsements have increased tremendously in terms of both number and value. Likewise, the risks for the brand have become higher. This case traces the evolution of celebrity endorsement and explains the trends at various points of time. It also details the familiarity, relevance, esteem and differentiation (FRED) principle in evaluating the feasibility of endorsing a celebrity. Findings from latest research on the attitude of consumers to celebrity endorsements are presented. The case offers scope for discussion on the benefits and risks involved for companies in signing up the celebrities. It also provides a base for discussing the validity and relevance of traditional assumptions involved in using celebrities to endorse brands in today''s market place. A structured assignment ''504-028-4'' is available to accompany this case.