Brand ambassador fail – The end of a fruitful relationship
Reputations can be hard to maintain online. Habitat learnt this the hard way last summer when it inexplicably started tweeting about their various furnishings along with the hashtag for the protests in Iran. To say that people were not amused is an understatement.
The “It” girl (if “It” referred to “don’t touch it, even with an extremely long pole”) Peaches Geldof was today fired by lingerie retailer Miss Ultimo, who have her featured in their current campaign. The reason for this abrupt contract termination stems from a recent night of pleasure she undertook with one Ben Mills, who thought it best to document the scene (NSFW). Brand Republic reports a spokeswoman as saying, “Miss Ultimo is a brand geared towards a young female audience and, as a company, we have a social responsibility to ensure we are promoting only positive role models that young women can aspire to.”
Quite what they were thinking would happen when hiring someone of Peaches’ sybaritic tendencies is anyone’s guess. The insight is that brands need to think about their ambassador not just in terms of how much coverage and awareness to the brand they will bring, but about what form that will take. It sounds simple, however in this instance it clearly was not fully thought out. Zeitgeist suggests tennis star Daniela Hantuchova next time.