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Beware of your brand ambassador

Posted in Advertising, Media, Marketing, Nikki Preston, Latest reporters' blogs October 5th, 2007 by Nikki Preston

Lily Allen’s drunken performance at the launch of Braun’s Satin haircare range this week left attendees gob smacked, but was it really a disgrace for the electronics brand to be linked with her wild behaviour?

Should brands be more careful about who they chose as Allen who is the face of the Braun Satin haircare range appeared with a bottle of champagne in hand and no idea what brand she was supposed to be endorsing.

While Braun proudly bandied around pictures of the singer with perfectly straight hair thanks to the new Satin straightening irons, Lily couldn’t give a toss either way.

For Braun of course the coverage in various newspapers including thelondonpaper, London Lite and the Metro of Allen adds up to good free publicity, which they wouldn’t have got if it wasn’t for Allen’s newsworthy antics. And of course its target market – young females who enjoy dressing up and having a good time – are exactly the same audience who read the celebrity gossip.

Needless to say unlike many brands before them such as M&S when it ditched Brian Ferry earlier this year after he made ‘Nazi’ comments and Burberry, which dropped Kate Moss when news broke that she had been caught snorting cocaine in a toilet block, Braun has remained loyal and stood by their girl.

A spokesperson for Braun stood by the singer saying they were pleased with the association and would continue to keep on the singer as they believed the singer and hair product range were a “good fit”.

However, they then added that they did not believe Allen was drunk, when the singer herself had even admitted to it – so there’s standing by your celebrity and then there’s being just plain stupid.

I would hasten to add that as celebrities continue to take the mickey and test the patience of their chosen brands, perhaps corporations should wise up. Surely they would have guaranteed a bit more bang for their buck by adding a clause in the contract that said the star must act professionally, which included them actually remember what brand they were endorsing.