Close shave for Gillette

2 Feb

Celebrity endorsements are becoming increasingly dangerous tactics for brands. Gillette is a prime example.

Two of their three star endorsers, Tiger Woods and French footballer Thierry Henry, have been flung from the towers of public disapproval, undoing millions of dollars of in-store merchandising, television commercials and sport sponsorships.

Imagine the huge sigh of relief as the third leg of the triumvirate, tennis maestro Roger Federer, not only won yet another Grand Slam this past weekend, but did so without any revelations of cross-dressing. He is, for the time being anyway, the best man Gillette can get.

And herein lies the problem. As with people who choose to serve in public office, the scrutiny of the private lives of potential product endorsers is about to enter a whole new realm.

The likely outcome is that conservative advertisers will decide there is simply too much at stake to trust celebs and begin to back off using them altogether: fame and fortune rarely lead to model behaviour.

This shift, rather than his steely golf game, may be the biggest impact Tiger Woods has.

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2 Responses to “Close shave for Gillette”

  1. Alexander Floercke February 2, 2010 at 7:46 pm #

    I’ve been reading your blogs for the past year and this has to be my favorite one yet! I love the play on words and puns, but especially the marketing aspect that you bring. Keep going Doug!

  2. dougbrowncreative February 8, 2010 at 9:23 am #

    Hey thanks Alex. I have to go deep – to the very gates of Hell itself – to come up with this sort of punnery. Glad you enjoyed it!

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