LL Cool J In Negotiations To Endorse Chapstick

How did this take so long to happen? LOL

Rap superstar LL Cool J is in negotiations to represent popular lip balm brand, Chapstick. The negotiations are part of a brand extension strategy for artists LL Cool J and 50 Cent, which is being launched by Violator Artist Management.

According to industry trade magazine Brand Week, both LL Cool J and 50 Cent are seeking to leverage their popularity as celebrities, through various endorsement deals. "It's an obvious fit. LL has been licking his lips for 20 years," Lighty told Brand Week. "They'll get to speak to people who normally would not pick up Chapstick."

In addition to his possible deal with Chapstick, LL is seeking to endorse a vitamin supplement to capitalize on his popularity in the fitness/training market, since his book LL Cool J's Platinum Body hit stores in Dec. 2006.

Violator client 50 Cent is in negotiations with Glacéau Vitaminwater to star in the company's first national TV ad campaign.