Liberace is not only a Las Vegas legend: his humour and rightful title as the original king of bling place him squarely in 21st-century pop culture. Replace macho men with Liberace to pitch beer and a marketer has struck a demographic goldmine.
Icons to sell things?
Einstein was one of the first "celebrities" to use his fame for social good. Marketers have a rich cultural and social legacy to draw upon.