‘Anti-endorsement’ – the clever, new marketing tactic
It’s no secret that our world is full of product placement and celebrity endorsement. Brands pay big bucks to have their products interwoven into TV shows and movies and throw wads of cash at celebrities to wear their gear at public events.
Usually things go to plan and the celebrity is a great ambassador for the brand, but when trashy celebrities are seen to be endorsing un-authorised products (read: Jersey Shore), the brands can sometimes get a little cranky.
The new trend of ‘anti-endorsement’ might be a better (and much cheaper) strategy and is starting to rise.
Last year a rival fashion house allegedly sent Jersey Shore’s Nicole “Snooki” Polizzi some Gucci bags—in an effort to make Gucci look bad. Now Abercrombie & Fitch is purportedly pleading with Jersey Shore’s Mike “The Situation” Sorrentino not to wear its clothes. They’re even offering to pay him to back off as they’re worried about ‘significant damage to our image’.
Personally I think this is a genius PR strategy – it costs you next to nothing and gives you maximum impact. But what do you think? Is this a cheap shot?
Yours in PR,