Research into celebrity endorsement (2)

It is widely believe that companies who use celebrity endorsements can cash in on their star power and have the potential to earn millions. But this strategy is only successful if the star in question stays out of trouble. We look at what happens when a celebrity’s public image is tarnished and what the repercussions are for brand management…which is usually termination.

Here’s a few example I have found about failed celebrity endorsement during I did research, which involved controversial topic or scandals about the endorsers.

1.Chris Brown loses milk money: ‘Got milk?’
The 19-year-old Forever singer Chris Brown is the latest celeb to join the ‘Body by Milk’ campaign created to encourage teens to drink three glasses of lowfat or fat free milk every day, eat right and be active to stay lean and healthy.

However, no milk money any more for Chris Brown. Because of his arrest for allegedly assaulting his logtime girlfriend, Rihanna, and incurs the wrath of majority of netizens. It’s made a really bad influence on the activity and brand of “Got Milk”.


Chris Brown Tattoo Rihanna Beat Up 2article-2302323-1908511C000005DC-534_634x837

2.Rachael Ray and Dunkin’ Donuts

Dunkin’ Donuts has pulled an online advertisement featuring Rachael Ray after complaints that a fringed black-and-white scarf that the celebrity chef wore in the ad offers symbolic support for Muslim extremism and terrorism. Dunkin’ Donuts are no longer using the online ad because the possibility of misperception detracted from its original intention to promote our iced coffee.”

original Dunkin Donuts Terror Complaint1378165982shemagh


3.Drugs V.S Fame

In 2005, photos of Kate Moss snorting cocaine appeared on the cover of the UK’s Daily Mirror. It made big news at the time prompting Chanel, Burberry and later H&M to distance themselves from the scandal by giving her the axe.

Kate-Moss-Cocainekatemoss1XPO1902_468x4361 coke-kate

Meanwhile, Like ‘Cocaine Kate’, US swimmer Michael Phelps stood to lose a lot when a photo of him inhaling marijuana at a party at the University of South Carolina surfaced in 2009. The Olympic Gold medallist lost many lucrative contracts with Kelloggs (a reported US$500,000 deal), phone carrier company AT&T, Visa, Speedo and Rosetta Stone. Subway, however, went ahead with Phelps who featured in their “Be Yourself” campaign.




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