Paula Deen-Like Disasters: 5 of the Biggest Celebrity Endorsement Flame-Outs
Jul 14th 2013 8:00AM
Updated Jul 14th 2013 8:06AM
When a celebrity messes up there's usually a hefty price to pay.
Paula Deen has seen her future earnings prospects dim after her admission of using a racial slur. She lost her show. Several retailers have stopped stocking the celebrity chef's products. However, Deen has also lost lucrative endorsements with casino operator Caesars Entertainment and packaged pork products producer Smithfield Foods .
She's not alone.
Several notable celebrities have found themselves booted from endorsement deals after running afoul of public opinion.
Let's go over five athletes, athletes, singers, and models that have paid the price for messing up.
Loyalty is a big thing in sports, so it wasn't a surprise to see the public sour on Tiger Woods after he was caught having affairs with several different women.
The popular golfer's wife eventually left him, but corporate sponsors bailed even earlier.
Corporate consulting giant Accenture and Gillette razor parent Procter & Gamble picked up their caddy bags and walked away from Woods. PepsiCo's Gatorade also ended its relationship with Woods, though the beverage giant suggested that it was not going to renew its deal with the golf master anyway.
The one corporate giant that stuck around was Nike .
Earlier this year Nike even put out a new controversial ad with "Winning Takes Care of Everything" as a tag line. Was Nike taunting those that knocked Woods after his infidelity? Nike generated more than $725 million in golf-related gear last year. It didn't want to dismiss the game's most prolific and marketable player.
Supermodels rarely have it as good when it comes to corporate sponsorships as Kate Moss did in 2005.
She was the face of H&M, Chanel, and Burberry, but all three fashion-forward retailers and brands dropped the waifish model after photos of Moss snorting cocaine made the rounds.
Drug use isn't an automatic deal-breaker. Subway stuck with Michael Phelps after the Olympics swimmer was photographed inhaling pot through a bong, even though Kellogg moved to remove Phelps from Corn Flakes boxes. Trippy musical artists are unlikely to be marked down for dabbling in illegal narcotics.
However, Moss was held to a higher standard as a role model for young girls. The brands had their reputations to protect.
Twitter may seem to be a harmless platform, but a lot of damage can be done in 140 characters or less.
Just ask Gilbert Gottfried. The comedian's distinctive grating voice has earned him some pretty sweet gigs as a voice actor. He was Iago the parrot in Disney's Aladdin. He was also the voice of the AFLAC duck, at least until he posted some insensitive tweets in the aftermath of the Japanese tsunami of 2011.
Ouch. Edgy comedians are known to cross the line, but the problem with Gottfried's barrage of ill-advised tweets that belittled the Japanese casualties is that AFLAC's biggest insurance market just happens to be Japan.
There's nothing as vile in the sports world as cheating, and that's exactly what happened to cycling legend Lance Armstrong when he tested positive for performance-enhancing drugs.
He lost fans. He had to relinquish Tour de France titles. However, the collective sound of disillusioned flinging off their Livestrong bracelets wasn't lost on the many companies that relied on Armstrong to pitch their products.
Nike -- despite standing by Woods after his extramarital dalliances -- dumped Armstrong.
Why did Nike stand by Woods and so many other athletes that have proven socially mortal but distance itself from the disgraced cyclist? Cheating. Cheating on your spouse is bad for your marriage, but cheating in your sport is bad for sports.
When you're being paid to promote a product it helps if you're not consuming a rival's offering.
Britney Spears starred in Pepsi ads until she was replaced by Beyonce in 2002. Pepsi executives weren't happy to see photos of her with Coca-Cola products as they were paying her good money for Pepsi ads.
She's not the only one. Actress Charlize Theron was not only dismissed but also sued by designer watchmaker Raymond Weil after she was seen in public wearing a Christian Dior timepiece.
Pepsi will argue that it didn't fire Spears over the photograph. Her contract was up. Her record sales and popularity were slumping in 2002, making the switch to the then rising Beyonce an easy call. However, it certainly didn't help that Spears was being snapped by paparazzi holding a Coke can.
The article Paula Deen-Like Disasters: 5 of the Biggest Celebrity Endorsement Flame-Outs originally appeared on Fool.com.Rick Munarriz owns shares of Walt Disney. The Motley Fool recommends Accenture, Aflac, Coca-Cola, Nike, PepsiCo, Procter & Gamble, and Walt Disney. The Motley Fool owns shares of Nike, PepsiCo, and Walt Disney. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.
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