According to a new Celbra (Celebrity + Brand) Survey by Millward Brown, these are the Top 10 Negative Celebrity Role Models .
- Amy Winehouse
- Katie Price
- Paris Hilton
- Russell Brand
- John Terry
- Tiger Woods
- Peaches Geldof
- Pixie Geldof
- Jonathan Ross
- Kate Moss
I wonder what Sir Bob Geldof makes of it? Especially as the current issue of Marketing Week also leads with the story, “Heroin turns Peaches from bad to rotten”. According to her employer, the story goes like this…
“We’ve given this a lot of thought, but there’s a point where a business must stick to its principles and as a brand that targets young women, we feel it is impossible for Peaches Geldof to continue to work with us as the face of Miss Ultimo lingerie.”
The parting of Miss Ultimo and Geldof will cost both parties considerable sums. But allegations of a wild night of sex and heroin abuse prompted, according to reports, 3,000 complaints from parents, concerned about Geldof’s association with their daughters’ favourite underwear brand. One emergency meeting later and the decision was made.
Miss Ultimo plans to replace Peaches with a new celebrity ambassador. The brand isn’t short of experience in picking famous faces to associate with New television adverts will star television presented Kelly Brook and in the past, Helena Christensen and Sarah Harding have been among the models and pop stars to promote the brand.
So with all that experience of choosing and handling celebs, one might ask why on earth Miss Ultimo decided to work with Peaches Geldof when it did last May. She’s no newcomer to the pages of the tabloids after all, and if the latest stories are true, it wouldn’t be the first time that she’s been linked to drugs.
One answer could be the fact that for as long as she was “only” connected with possible drug use, Geldof was seen as naughty, edgy, flawed, but ultimately a potent driver of lingerie sales to young women between the ages of 18 and 25. Now those stories, whether true or not, concern heroin and have crossed over into a new realm. Miss Ultimo, possibly willing to accept that Geldof’s previous behaviour had on the brand, has drawn the line.
Will there be a way back for Peaches as a brand ambassador? Don’t bet against it. Good brands gone bad often rise from the ashes and become more successful than ever (Just look at Kate Moss – and don’t bet against Tiger Woods either). But don’t be fooled into thinking that the “negative celebrity role model” can not help to drive your brand forward. Flawed as they are, us Brits are notorious for supporting the underdog – and everyone loves a fallen idol. So read down this list with a sense of expectation, because like all brands who make mistakes and fall out of favour, it won’t be long before we’re loving them again…