The most popular things for stars to endorse during this period were beauty products, drinks and electronic equipment for music. Towards the end of the century, there were two important developments in celebrity advertising. First, around 1980, some companies started developing products around their endorsers. For example, an American company created a chocolate bar called “Reggie” that was named after the baseball player Reggie Jackson. Secondly, in the late 1990s, celebrities became spokespeople for the brands they were advertising. The new age of celebrity endorsements had begun.