Jeff Chown and Mick Carter of Brown Entertainment, an international consulting firm based in Los Angeles, work with brands such as McDonald, PepsiCo, and Pizza Hut. They try to match these major brands with the world's most popular celebrities and sports stars. They use a celebrity database index to look at consumer perceptions of celebrities and score them across various attributes such as trust, awareness, aspiration, influence, and whether they are seen as trendsetters.

Perhaps one of the most important considerations is consumer awareness. If no one knows who the celebrity is, then it is irrelevant even if they might have all the other key attributes, right?!

Chown and Carter recently signed a contract with a large soft-drink company based in the UAE.

They are tasked with assisting the soft-drink company in identifying a list of potential celebrities to promote Nitro, a new all-natural flavored sparkling water. Nitro is free of sugar and preservative and only uses organic fruits flavor. Plus, it has less than 20 calories per can.

Based on your knowledge of consumer behavior, what attributes/factors do you recommend Chown and Carter should consider when selecting the potential celebrities to promote Nitro in the UAE?