abhishreshthaa
Abhijeet S
Ludmila Engquist”, the next case, brings forth the risks involved for a brand when a celebrity endorsing it is involved in unethical practices. A Russian athlete, Ludmila married a Swede and became a popular figure in Sweden. Representing that country, after a surgery, she won several medals.
Axa, a Swedish marketer of oats-based snacks and breakfast products, signed her up for its endorsements. Her revelation later that she had taken performance-enhancing drugs put Axa in trouble.
Besides stopping the endorsements, it had to withdraw its cereal boxes from the market that featured her on the packs. From then on, the company added moral clauses to its celebrity endorsement deals.
Axa, a Swedish marketer of oats-based snacks and breakfast products, signed her up for its endorsements. Her revelation later that she had taken performance-enhancing drugs put Axa in trouble.
Besides stopping the endorsements, it had to withdraw its cereal boxes from the market that featured her on the packs. From then on, the company added moral clauses to its celebrity endorsement deals.