Sunday, January 02, 2011

Gillette Axes Tiger

Gillette is cutting ties with Tiger Woods, although it appears to be part of a broader cutback in athletic endorsers.
The company will not renew its relationship with Woods as part of a plan to phase out its Gillette Champions marketing program in the first quarter of 2011, Norton said in an interview earlier today with USA Today.

Gillette also will cut ties with soccer players Thierry Henry, Kaka, Rafael Marquez and Lionel Messi and other athlete endorsers around the world, Norton told the newspaper. Gillette will retain endorsement ties with athletes including tennis’ Roger Federer and Derek Jeter of the New York Yankees.

I guess the people in Cincinnati have completely taken over. Can you imagine a Boston-based company cutting most of its athletic ties, but keeping the Yankee?

I'm skeptical about endorsements in general -- whatever benefit there may be (and part of my skepticism is that I can't see many people buying something because of the endorser) seems small compared to the risk of a Tiger-like situation. Butthis is way out of my area, and the people who should know keep doing it, so I guess it works.

Note: Yes, I know Axe is a Unilever product.

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