Chris Brown Suspended from Advertising
ByIt may seem like a no-brainer, but I think the recent actions taken by Wrigley’s and Got Milk are worth recognizing. It is admirable that these two companies decided to suspend their endorsement deals with Chris Brown after his incident with the law this weekend. While it may be an obvious PR response, it gives me faith that these companies understand the impact their spokespeople have on society. Dairy Council says that “Brown’s image won’t help them sell products.” I’m proud of Wrigley’s and Got Milk for doing the right thing and pulling these ads despite their success.
Check out these articles about Chris Brown and the lost endorsement deals:
“Wrigley suspends Chris Brown, Rihanna silent” (Reuters)
“‘Got Milk?’ Chris Brown Doesn’t” (Starpulse.com)
“Wrigley’s puts Chris Brown campaign on hold” (CNN.com)
5 Comments
February 16th, 2009 at 3:16 pm
Caroline, I definitely agree with you and Wrigley’s decision to suspend Chris Brown from the advertising campaign. When you think about it the whole point of a spokesperson is to associate a brand with the spokesperson, which in this case is Chris Brown. It would be pretty difficult to separate his recent actions with the brand, therefore it was a very wise decision on their part. Additionally, I think Abby wrote a post earlier about how having a positive role model can lead to successful advertising. So I guess what we have here are two extremes of celebrity endorsements of advertising campaigns, one that worked, and one that most likely would have hurt the companies reputation.
February 16th, 2009 at 9:32 pm
I also agree with these advertisers’ actions, especially since a large segment of both Wrigleys and Got Milk’s target audiences are younger consumers. However I don’t think that Chris Brown’s actions or the resulting actions taken by Wrigleys and Got Milk have really hurt his career. The phrase “there is no such thing as bad press” is really true in my opinion. It is too bad that as virtuous as advertisers try to be, even discontinuing a contract can bring extra publicity to the inappropriately acting celebrity. I think these “morality” clauses that many advertisers have with their spokespeople are necessary but in the end when events like these happen, the celebrity always ends up on top and the advertiser is forever equated with their actions.
February 19th, 2009 at 4:42 pm
While I agree with all of yall, I just wanted to add that Chris Brown’s music is no longer being played on most radio stations. You cant say that that isn’t hurting his career. It is interesting how depending on the type of crime/incident, (i.e. assault charges, drug charges, etc) it makes all the difference when it comes to losing or keeping their endorsement deals. While all of these alleged crimes are illegal, some are more serious or more tolerable than others… I wish all companies would seek out role models who embrace more virtuous lives in all aspects… There has got to be some out there. Right?
February 24th, 2009 at 6:38 pm
It’s encouraging to hear that companies are pulling from spokespeople such as Chris Brown. It’s admirable that they are going to remove their name from the name of Chris Brown. I also am shocked at what Abby said in her comment about radio stations not playing Chris Brown’s music. I think that is incredible! Though you are right, this may not necessarily hurt his career but look at the implications his behavior has potentially been exposed to Wrigley’s and Got Milk? along with the radio stations that were playing his music.
I commend those standing up against his actions!
March 4th, 2009 at 11:24 pm
I am one of those people that didn’t even know anything had happened with Chris Brown until a week and half later. He lost so much so fast because of everything that went down, but I appreciate it. It is hard being a star because you are held to a higher standard than the rest of the world because you are in the public eye and everyone is constantly looking at you. I believe if advertisers had not pulled the plug on Brown, it would basically tell every woman in a battered women’s shelter that their story didn’t matter. By pulling his advertising, Got Milk and Wrigleys told women everywhere that they were valued and that it was never ok for anyone to ever hurt them. It is a shame though because he was such a good role model. I guess it goes to show that we all mess up.