We’ve touched on weird celebrity endorsements overseas (specifically in Japan), but what about when a well-known celeb starts shilling on American soil—and then becomes the center of a scandal? What does this do for the brand? What does it do for that celeb’s career? Let’s take a look…
Michael Phelps for Kellogg’s
Things were going great for Phelps, who, by summer’s end in 2008 held the most gold medals for swimming in history. He had sponsors lining up with big bucks, namely Kellogg’s, who sealed the deal and placed Phelps’s face all over their Corn Flakes and Frosted Flakes packaging. All was well (and profitable) until fall ‘08, when Phelps was been busted sucking the smoke out of a big-ass bong, and Kellogg’s bowed out, even though stoners the world over rely on the tasty goodness of Pop-Tarts to see them through the munchies. Tsk, tsk. What a missed opportunity.
Madonna for Pepsi
In 1989, Madonna’s career was soaring, and Pepsi had signed her to a $5 million endorsement deal. The ad was even pre-empted by teaser hype at the Grammys, and featured music from Madonna’s upcoming album. By the time the spot broke, however, Madonna’s first single and video, “Like a Prayer,” debuted. It would have been a great way to market both the drink and the album…if it weren’t for imagery like this in her video:
Hey, burning crosses are family-friendly…if your family is the fucking KKK. Or if their last name is Manson.
In spite of all that, Madonna’s crusade (heh) against religion didn’t seem to hurt her career too much—she’s still worth millions and still going strong twenty years later, as is the iconic Pepsi brand.
Chris Brown for Wrigley Gum
When he stepped on the scene in 2005, Chris Brown was the young, clean-cut guy with the smooth R&B vocals. In 2008, his career was still going strong as he began dating pop sensation Rihanna, and shilling for Wrigley’s Doublemint brand, tweaking one of his hit songs for their new ad campaign. The harmony was short-lived, however. By Grammy night, Brown and Rihanna were involved in a domestic violence dispute, which put Brown’s whole career into freefall. As pictures of the battered Rihanna surfaced, public outrage forced Brown into going incognito, and Wrigley into suspending the spots. Brown’s career is still in limbo; Wrigley chugs along with no current campaign.
Jessica Simpson for Princy Jeans
This one isn’t really a scandal; it’s more like a case of a celeb endorsing so many things that she probably can’t remember all the products she must wear/eat/talk about every day. Jessica Simpson has famously shilled for anything put in front of her: Pizza Hut, Proactiv, her own line of hair extensions, Dessert (the edible body lotion), Stampede Light Beer, her own line of shoes and Princy Jeans. Tarrant Apparel Group, the company backing her JS and Princy lines of jeans, sued Simpson for $100 million when she was busted wearing a different brand of denim. It’s just as well—when she chooses the jeans herself, it’s not always pretty. Observe:
Sad. Especially because her own line is actually kinda cute. As we all know, Simpson’s career has been reduced to singing at chili cook-offs, and many of her once-hot endorsement deals have cooled. Her shoe line is going pretty strong, though. *checks out JS boots in mirror*
Kate Moss for H&M, Chanel, Pepsi…
Supermodel Kate Moss posed for many ads over the years, and in 2005 was still at the top of her game…until the Daily Mirror published photos of her snorting coke in a recording studio. Everyone dropped her—a total of seven endorsement deals were lost. However, after dumping her drug-addled boyfriend Pete Doherty, her career has enjoyed a comeback of sorts. Just not with the same companies. Ouch.
Mary-Kate and Ashley Olson for Milk
Got milk? Apparently, Mary-Kate didn’t. Shortly after this ad launched, she checked herself into rehab for an eating disorder. Not a very nutritious habit, Mary-Kate. Whoops. Milk chugs along with new celebs every year. The Olson girls…well, they can probably retire at the ripe old age of 22 with all the OTHER money they’ve made.
All in all, celebrity endorsements are a crapshoot. Celebs are typically an unstable lot, and they’re definitely not immune to the pitfalls of scandal—or to the long arm of the law. Using them can increase your brand’s popularity…or just cost you a lot of cash for some work you can’t run. Proceed with caution—or just a great idea that’s strong enough without the distraction of a famous person.
