Jeopardized Gig

Image courtesy of www.palmdalewater.org

Over the past years, many celebrities have remained as so-called brand ambassadors and their faces have long been associated with a particular item. On the one hand, the status seems glamorous and lucrative given the hefty talent fees and freebies from the company. On the other hand, the position has certain limitations stipulated in the contract. For example, couples are supposed to maintain a happy relationship and not involved in any scandal that could test family values. Similarly, a single endorser must remain single throughout the duration of a contract. Celebrities who survive the terms of the contract are often rewarded with a renewal and that means, a bargaining chip for the celebrity as well.

Unfortunately, certain celebrities are under fire, as their behavior or at least, public perception has geared toward the negative. For example, a celebrity involved in a video scandal might lose all his/her endorsement. Hence, when a controversy hit Network Celebrity (NC), the buzz in the industry is that advertisers are reviewing her endorsements. Controversies are sure ways to slow down endorsement opportunities.

In the case of NC, one of her endorsements has allegedly put on hold a campaign that she and Her Partner (HP) had already completed filming. The said commercial was supposed to be aired any time this year. However, the company has been affected even prior to the airing of the said advertisement. Netizens have sent messages to the company that were not in favor of NC. Hence, the negativity in its social media accounts, was enough to make the company think twice, as a backlash might happen if the ad pushes through. Consequently, product sales and company image will be affected. As to NC being dropped as an endorser of the company is not confirmed, as only the said campaign with HP has been affected.

‘You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.’ – David Ogilvy

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