Marketing Trend: Brand Ambassadors – The Good, the Bad and the Ugly

Marketing Trend: Brand Ambassadors – The Good, the Bad and the Ugly

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Celebrity endorsements – the infinitely useful marketing trend that can make or break your brand.

The Good

  • The A-Listers. It should come as no surprise, but celebrities love their luxury goods – and luxury brands love celebrities. From Liv Tyler for Givenchy to Angelina Jolie for Louis Vuitton, Charlize Theron for Dior, George Clooney for Omega and just about everyone (including Leonardo DiCaprio) for Tag Heuer, this is one marketing trend not going away.

  • He may not be a bonafide celebrity, but Cillit Bang’s cult brand ambassador Barry Scott will always have a special place in our hearts. Played by actor Mike Burgess, Scott is most famous for his catchphrase “Bang! And the Dirt is Gone” and was at the centre of a hoax in 2014 when a student website reported his death. As of July 2016, he has been replaced by a younger model – award-winning dancer Daniel “Cloud” Campos.

The Bad

  • 2005 will forevermore be known as “The Summer Kate Moss Would Rather Forget”, after the supermodel’s controversial behaviour saw her dropped by H&M, Chanel and Burberry.
  • In 2012, preppy clothing brand Abercrombie and Fitch offered Jersey Shore’s Mike “The Situation” Sorrentino a substantial amount of money to stop wearing their clothes!
  • Helena Bonham Carter was dropped as brand ambassador for Yardley in the 90s when she was quoted as saying she never wore makeup and couldn’t understand why she’d been chosen as their brand ambassador.

The Ugly

  • Chewing Gum brand Wrigleys and the Milk Processor Education Program, which is most famous for its “Got Milk?” campaign, were both forced to drop singer Chris Brown back in 2009 after he plead guilty to assaulting his former girlfriend Rihanna.
  • Perhaps the most bizarre and unlikely brand ambassador ever, Osama Bin Laden was known to have a fondness for sugary American drinks Coca-Cola and Pepsi.

Sources:

http://www.businessinsider.com/the-13-worst-celebrity-endorsement-fails-2012-1?op=1&IR=T

https://www.printsome.com/blog/2015/mismatched-brand-ambassadors/

http://www.thedrum.com/stuff/2016/01/06/some-fun-facts-about-cillit-bangs-cult-brand-ambassador-barry-scott-following-his?utm_content=&utm_campaign=social&utm_source=twitter

http://forums.digitalspy.co.uk/showthread.php?p=83139732