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Thread: Gillette shaves Tiger Woods from its ads

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    Default Gillette shaves Tiger Woods from its ads



    (CBS/AP)
    One of Tiger Woods' major sponsors will phase the world's most valuable athlete out of its advertisements while he takes time off to repair his personal life.

    Gillette's announcement Saturday marks the first major sponsor of the superstar athlete and corporate pitchman to distance itself from Woods.

    "As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing programs," said Gillette, a division of Procter & Gamble.

    Other sponsors are mulling their options and trying to gauge the fallout from the man who has become the face of golf, as he drops off the circuit for an unspecified period.

    AT&T said it is evaluating its relationship with the golfer. Representatives from Accenture won't say what its plans are regarding Woods, whom the consulting firm has used to personify its claimed attributes of integrity and high performance.

    "I think you will see the handful or so of companies that he has relationships with doing some real soul searching and making some probably, for them, difficult decisions in the next few days," said Larry L. Smith, president of the Institute for Crisis Management, in Louisville, Kentucky.

    Late Friday, Woods announced an indefinite leave from golf and public life to try to rescue his marriage after a two weeks of intense coverage of his infidelity sullied his carefully cultivated good guy image. The decision and contrite tone of his statement was seen by marketing experts as a smart step to repairing his public image. His previous brief and vague statements on the matter were criticized as insufficient to quell the intense scrutiny and to lessen the damage from more than a handful of women who claim to have had affairs with him.

    "It's just like your most beautiful fashion brand is being trashed," said John Sweeney, director of sports communication at the University of North Carolina at Chapel Hill's School of Journalism and Mass Communication. "I don't expect Tiger to be the gold standard anymore, but he's not going out of business ... He's too big and too talented to be fired, but he will have significant declines from what he was."

    Woods, 33, spent 13 years burnishing a pristine personal brand.

    His good looks and multiracial heritage gave him broad appeal. His domination of the game and fist-pumping flair for the dramatic established his tournament appearances as must-see TV. His work ethic is admirable. Marketers were drawn to his image as a clean-cut family man who mourned the death of the father who taught him the game, doted on his mother and married a former Swedish model with whom he has two young children.

    Woods is the pitchman for brands ranging from AT&T to Accenture to Nike. His array of endorsements helped him become the first sports star to earn $1 billion. Michael Jordan, Woods' closest contemporary, is a distant second. Jordan has accumulated about $800 million during an NBA career that spanned nearly 20 years, according to Forbes.

    Nike, which built its $650 million golf business around Woods, said late Friday it supports his decision. As of late Friday, Accenture no longer had the golfer's image on a page on its Web site where it had been as late as Thursday.

    Gatorade, a unit of PepsiCo Inc., said previously it supports Woods and said Saturday it has no updated comment.

    Gillette's decision includes phasing out Woods from its television and print advertising, and from public appearances and other efforts linking the two entities together, Gillette spokesman Damon Jones said.

    "This is supporting his desire to step out of the public eye and we're going to support him by helping him to take a lower profile," he said.

    Gillette, which operates from Boston while parent P&G is based in Cincinnati, has had a contract with Woods since 2007. Jones declined to provide further details, including length and value, of the contract.

    Woods hasn't been seen in a prime-time television commercial since a Gillette spot on Nov. 29, according to research firm Nielsen Co.

    Jones said that was because golf is currently off-season, so the company is promoting new products like Gillette Fusion MVP with football and baseball stars instead, because those seasons are more current.

    As any ads featuring Woods expire, they will not be renewed. Jones said that did not mean the company was severing its ties with Woods. There had been no upcoming scheduled public appearances for Woods, he said.

    He declined to comment on when the company would resume including Woods in its marketing, and would not say whether that would be linked with the timing of Woods comeback, when and if he decides to resume playing golf.

    Tiger Woods' Official Sponsors
    (As noted on his Web site)

    Accenture
    AT&T
    EA Sports
    Gatorade
    Gillette
    Golf Digest
    NetJets
    Nike Golf
    TAG Hauer
    Tatweer: The Tiger Woods Dubai
    TLC Laser Eye Centers
    Upper Deck
    PGA Tour (partner)
    Gillette Shaves Tiger Woods From Its Ads - The Early Show - CBS News

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    Elite Member McJag's Avatar
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    ...and so it begins...
    I didn't start out to collect diamonds, but somehow they just kept piling up.-Mae West

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    Elite Member sputnik's Avatar
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    "As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing programs," said Gillette, a division of Procter & Gamble.
    seriously? we're supposed to believe they're cutting him because they want to respect his desire for privacy? what a bunch of hypocritical wankers. i wish they at least had the balls to say it's because he ruined his reputation and they're afraid of the public's reaction if they keep him in their campaigns.
    I'm open to everything. When you start to criticise the times you live in, your time is over. - Karl Lagerfeld

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    Elite Member bellini's Avatar
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    Quote Originally Posted by McJag View Post
    ...and so it begins...
    So do you think more of his sponsors will dump him? A friend of mine is totally convinced that when he decides to come back, all will be forgiven, since "he's the best thing to ever happen to golf". She thinks he'll take a little break, get some therapy and it will be like nothing ever happened.

    Personally I think his image is trashed beyond repair. For me it is anyway. He'll always be a dirtbag.

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    Quote Originally Posted by bellini View Post
    So do you think more of his sponsors will dump him? A friend of mine is totally convinced that when he decides to come back, all will be forgiven, since "he's the best thing to ever happen to golf". She thinks he'll take a little break, get some therapy and it will be like nothing ever happened.

    Personally I think his image is trashed beyond repair. For me it is anyway. He'll always be a dirtbag.
    I think this will blow over once Tiger returns and wins a few golf tournaments. Just look at what happened with Kobe. He lost sponsorships directly after his scandal, but now that it's forgotten, he's regained a lot of those sponsorships.

    Most of his endorsements are for products used primarly by men. And there are many men who are secretly thinking he's a stud and want to live his life - marry the trophy wife and bang a bunch of porn stars and cocktail waitresses on the side.

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    I guess I think this is kind of silly. He's not accused of raping anyone or killing anyone.

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    Elite Member rollo's Avatar
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    He has ruined his brand. The advertisers had no choice if they did not want their brand to be ruined as well.

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    I just don't get why famous, rich guys having affairs is news today. Even wholesome ones with spotless reputations. What is the 50s?

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    Quote Originally Posted by purple rain View Post
    I think this will blow over once Tiger returns and wins a few golf tournaments. Just look at what happened with Kobe. He lost sponsorships directly after his scandal, but now that it's forgotten, he's regained a lot of those sponsorships.

    Most of his endorsements are for products used primarly by men. And there are many men who are secretly thinking he's a stud and want to live his life - marry the trophy wife and bang a bunch of porn stars and cocktail waitresses on the side.
    Yeah if anything I would think he could ad a few endorsements like beer, condoms, boats, cars etc. I haven't spoken to any men about his who know who he is, I wonder if guys think this is cool?

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    Accenture cuts Woods as sponsor

    Global consulting and outsourcing firm Accenture is ending its sponsorship of Tiger Woods, saying the golfer is "no longer the right representative" after the "circumstances of the last two weeks."
    Accenture's announcement Sunday marks the company's first statement since allegations of Woods' infidelity surfaced in recent weeks.
    "For the past six years, Accenture and Tiger Woods have had a very successful sponsorship arrangement and his achievements on the golf course have been a powerful metaphor for business success in Accenture's advertising," the company said in a news release.
    The company is the second key sponsor of Woods to pull away. Gillette said Saturday that it won't feature Woods in its ads for an unspecified period of time.
    Woods is taking an indefinite leave from golf to work on his marriage after allegations that he had trysts with multiple women.
    Information from The Associated Press was used in this report.


    espn.com

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    Quote Originally Posted by bellini View Post
    So do you think more of his sponsors will dump him? A friend of mine is totally convinced that when he decides to come back, all will be forgiven, since "he's the best thing to ever happen to golf". She thinks he'll take a little break, get some therapy and it will be like nothing ever happened.

    Personally I think his image is trashed beyond repair. For me it is anyway. He'll always be a dirtbag.
    Your friend is absolutely right.

    We live in different times these days. Hell, as an example, wanna be's and has been's are proud to release explicit sex tapes of themselves to the media (under the old 'it was stolen' schtick), and suffer no consequences for it. Back in the old days their asses would have been blacklisted.

    So what tiger did was relatively 'minor' in the minds of the average public. They can 'excuse' it away, saying it's his private matter, no one elses' business, etc. etc. yada yada. High profile people have been 'forgiven' for beating women, affairs outside of marriage, killing, and other forms of acts that are far worse in the scale of things than what tiger did, in their eyes. Plus we live in an internet age where people forget things and sensational news today is forgotten tomorrow.

    In the long run this won't do jack to tiger's image, in fact, expect the confessional and reconcilation tour by end of next year as predicted here before. First, the Oprah confessional (sniff, sniff, I'm sorry I let my fans, and especially my wife, down, snifffff). Then People Magazine cover story (Tiger: "I have sinned"). Then the "inspirational" comeback at the Masters or US open and the public hug and crying with his wife at the 18th hole, to the standing ovation of the public.

    Predictable as death and f**king taxes.

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    Quote Originally Posted by purple rain View Post

    Most of his endorsements are for products used primarly by men. And there are many men who are secretly thinking he's a stud and want to live his life - marry the trophy wife and bang a bunch of porn stars and cocktail waitresses on the side.
    Even though men use these products, their wives are the ones actually buying them since women still do most of the shopping.
    “Cigarettes and coffee: an alcoholic's best friend!”
    ~Gerard Way

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    Quote Originally Posted by collateral damage View Post
    Yeah if anything I would think he could ad a few endorsements like beer, condoms, boats, cars etc. I haven't spoken to any men about his who know who he is, I wonder if guys think this is cool?
    The guys I've spoken to, in my office, at the bar, etc. do not think this is cool. It's not something they agree with and have said it's not something they would do. (Maybe it's just something they wouldn't want to get caught doing either....)


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    Act normal and the crowd will accept you. Act deranged and they will make you their leader

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    I'm not going to stop buying Gillette products just because Tiger Woods cheated on his wife. One has absolutely nothing to do with the other.

    Truth be told, I couldn't care less that he cheated at all. It doesn't affect me in the least, or in the products I purchase.

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