Roméo Elvis, Oscar Pistorius, Kate Moss ou encore Nicolas Anelka, toutes ces stars ont en commun d’avoir été abandonnées par leurs sponsors à la suite d’un scandale personnel.
Avant de découvrir les marques à l’origine de cette rupture, un point vocabulaire s’impose.
LE CELEBRITY MARKETING, QU’EST-CE QUE C’EST ?
On peut définir le celebrity marketing comme une stratégie de communication s’appuyant sur l’association d’une marque à l’image d’une célébrité. Cette collaboration peut s’établir le temps d’une unique campagne publicitaire ou bien constituer une relation durable. Dans l’optique de créer un lien entre marque et fans de la star ou de gagner en notoriété, la stratégie du celebrity marketing se révèle payante… dans la majorité des cas…
En effet, on ignore comment l’histoire entre la marque et la célébrité va évoluer, ni même si l’égérie incarnera toujours les mêmes valeurs au fil du temps.
Rien ne vaut quelques exemples.
ROMEO ELVIS ET LACOSTE : SCANDALE LE PLUS RECENT
Au début du mois de septembre 2020, Roméo Elvis se voyait accusé d’agression sexuelle sur une jeune femme. L’affaire affole les réseaux sociaux, aussi bien que le rappeur présente immédiatement et publiquement ses excuses. Il prend également soin de rappeler qu’un tel comportement est inacceptable.
Après ces révélations, un porte-parole de Lacoste avait indiqué que Roméo Elvis venait d’être exclu des égéries de la marque, mettant fin au contrat entamé au printemps 2020. Le rappeur faisait régulièrement référence à la marque sur les réseaux sociaux et arborait souvent le crocodile vert. C’est en toute logique qu’il avait fièrement posté un cliché de cette campagne sur Instagram avec pour légende « Le forcing paie toujours ». Pas dans les cabines d’essayages en tout cas.
Le sort s’acharne !
A peine quelques mois plus tôt, Lacoste stoppait son contrat avec le rappeur Moha La Squale pour des raisons similaires.
Rap et crocodile ne font apparement pas bon ménage…
TOUJOURS EN FRANCE : QUICK ET ANELKA EN 2010
Prenons d’abord un instant pour apprécier ce spot publicitaire :
Maintenant, venons-en aux faits
En 2010, Nicolas Anelka, footballeur international français, a été sanctionné par Quick, qui a suspendu la campagne publicitaire dans laquelle le joueur apparaissait. C’est à la suite d’un énième différend et de supposées injures proférées à l’encontre du sélectionneur Raymond Domenech, qu’Anelka est renvoyé de l’équipe de France lors de la Coupe du Monde en Afrique du Sud.
Depuis longtemps égérie de la marque lors du lancement de nouveaux produits, Nicolas Anelka et Quick formaient jusqu’alors une équipe gagnante. Quand bien même le footballeur était réputé pour ses accès de colère, l’enseigne de fast-food n’avait jamais pris la décision de suspendre son contrat ni même de cesser la collaboration.
Si la rupture n’a cette fois pas été totale, la campagne de 2010 signera tout de même la fin du duo.
NIKE ET COLIN KAEPERNICK : LE CAS PARTICULIER
Retour en 2018
A l’occasion des 30 ans du slogan Just do it, Nike recrute comme nouvelle égérie le quarterback de l’équipe de football américain les San Francisco 49ers : Colin Kaepernick. Ce choix revêt dès le départ un caractère politique puisque le joueur est connu depuis 2016 pour défendre les droits des minorités et des afro-américains, en refusant notamment de chanter l’hymne national avant un match.
Nike prend à l’époque clairement et résolument position avec le slogan de la campagne : « Croyez en quelque chose. Même si cela signifie tout sacrifier ». Cette initiative, perçue comme un pied de nez selon certains, n’est pas au goût de tous. Des fans de la marque se photographient ou se filment en train de brûler des produits de la marque Nike, appelant au boycott de la marque.
First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me to choose between my favorite shoes and my country. Since when did the American Flag and the National Anthem become offensive? pic.twitter.com/4CVQdTHUH4
— Sean Clancy (@sclancy79) September 3, 2018
Contrairement à l’affaire Tiger Woods*, celle-ci a grandement remis en cause les choix politiques de Nike. Malgré la nette division des opinions et le rejet de certains, cela aura néanmoins permis à la marque de fédérer et conquérir de nouveaux consommateurs et, en parallèle, de renforcer l’attachement des actuels adeptes.
*10 ans plus tôt, la marque avait décidé le maintien de son partenariat avec le golfeur Tiger Woods, malgré un scandale qui avait largement entaché son image et sa notoriété. En effet, on lui prête à l’époque un lourd passé d’infidélités conjugales, comportement impardonnable pour certains américains très conservateurs. D’autres sponsors du golfeur avaient, pour leur part, cessé toute collaboration avec lui, ne voulant pas risquer d’être associés à cette image controversée.
NIKE FACE A UN NOUVEAU DILEMME : L’AFFAIRE OSCAR PISTORIUS
Récap’ des faits
Oscar Pistorious, premier athlète doublement amputé à concourir parmi les valides, reconnu mondialement pour ses performances sportives, atteint, en 2012, le sommet de sa carrière. Cette popularité chute brusquement lorsqu’il est soupçonné du meurtre de sa compagne Reeva Steenkamp, faits qu’il récuse fermement dès le début du scandale.
Avant même tout procès ou déclaration de la part du sportif, Nike a annulé son contrat avec Oscar Pistorius et s’est empressée de retirer une des campagnes de 2011 de son site web. Et pour cause, on pouvait y lire « I am the bullet in the chamber », soit, en français « Je suis la balle dans la chambre [d’un fusil/d’un pistolet]« . Effrayante coïncidence…
UN DERNIER POUR LA ROUTE : H&M ET KATE MOSS
En 2005, suite à la parution du tabloïd britannique Daily Mirror, Kate Moss est remerciée par H&M. Sur le cliché en une, on pouvait apercevoir la mannequin en train de consommer de la cocaïne lors d’une fête.
Si certaines autres marques partenaires n’ont pas réagi, la marque H&M a fermement condamné les faits en supprimant aussitôt la série d’affiches sur laquelle la mannequin apparaissait.
LE CELEBRITY MARKETING EST-IL UNE BONNE STRATEGIE ?
Après ces divers exemples et leurs conséquences, se pose la question du rapport risques/succès lié à ce type de stratégie de communication.
Le fondateur et ancien PDG de Nike, Phil Knight, avance l’argument que l’association d’une marque à une personnalité publique comporte toujours une part de risque malgré toutes les précautions prises en amont. Cependant, au-delà du coup de com’, les marques s’évertuent à conserver une image intègre et responsable et à rester en adéquation avec les valeurs qu’elles prônent, notamment dans le cas des love brands (marques ayant créé un fort lien, une réelle relation avec ses consommateurs, qui deviennent parfois même des ambassadeurs).
Le celebrity marketing perdurant depuis le XIXème siècle et n’ayant cessé de croître, on envisage difficilement un paysage publicitaire dépourvu d’égéries célèbres. Toutefois, on est en droit de se demander si le marketing d’influence ne pourrait pas prendre le pas sur cette stratégie centenaire.
Pensez-vous que les publicitaires se détourneront des stars pour communiquer ?
SOURCES
- https://brandandcelebrities.com/blog/comment-eviter-pieges-celebrity-marketing-pires-campagnes-0717/
- https://www.lesechos.fr/idees-debats/leadership-management/nike-et-laffaire-pistorius-le-management-des-risques-dans-la-publicite-1253549
- https://www.lemonde.fr/actualite-medias/article/2014/07/22/histoires-de-pub-kate-moss-droguee-un-argument-de-vente_4461351_3236.html
- https://fr.wikipedia.org/wiki/Oscar_Pistorius
- https://fr.wikipedia.org/wiki/Tiger_Woods
- https://fr.wikipedia.org/wiki/Roméo_Elvis
- https://www.instagram.com/p/CE6jLb7lpst/
- https://fr.wikipedia.org/wiki/Nicolas_Anelka
- https://www.definitions-marketing.com/definition/celebrity-marketing/
- https://brandandcelebrities.com/blog/observatoire-celebrity-marketing-etude-celebrity-endorsement-press-index-annee-2015-france-0516/
- https://www.espn.com/olympics/trackandfield/story/_/id/11521460/nike-terminates-contract-oscar-pistorius
Hi! This is my 1st comment here so I just wanted to give a quick shout out and tell you
I really enjoy reading through your articles.
Can you suggest any other blogs/websites/forums that go over the same topics?
Thanks a ton! asmr 0mniartist
Hi to every one, the contents present at this web site are really
amazing for people knowledge, well, keep up the good work fellows.
0mniartist asmr
371758 347339Extremely very best individuals messages are meant to charm allow honor toward groom and bride. Newbie speakers in front of excessive locations need to usually our own gold colored dominate in presenting and public speaking, which is to be individual interests home. finest man speach 334707
I loved as much as you’ll receive carried out right here. The sketch is tasteful, your authored material stylish.
nonetheless, you command get got an edginess over that
you wish be delivering the following. unwell unquestionably
come more formerly again since exactly the same nearly a
lot often inside case you shield this increase. 0mniartist asmr
Can I simply just say what a comfort to find somebody who truly knows what they are
discussing on the web. You definitely know how to bring
a problem to light and make it important. More and
more people ought to check this out and understand this side of the story.
I can’t believe you’re not more popular because you certainly possess the gift.
asmr 0mniartist
125644 985702I truly appreciate your piece of function, Great post. 620736
Hi there to all, the contents existing at this web page are
truly amazing for people knowledge, well, keep up the good work
fellows.
412823 151603I enjoy your writing type, do maintain on writing! Ill be back! 71355
Unquestionably believe that which you stated. Your favorite reason appeared
to be on the net the easiest thing to be aware of. I say to you, I definitely get irked while people consider worries that
they plainly do not know about. You managed to hit the nail upon the top as well as defined out the whole thing without having side effect , people can take
a signal. Will probably be back to get more.
Thanks
It’s an amazing post in support of all the online viewers; they will obtain advantage from it I am
sure.
Hey there! This post could not be written any better!
Reading through this post reminds me of my previous room mate!
He always kept talking about this. I will forward this write-up
to him. Pretty sure he will have a good read. Thanks for sharing!
each time i used to read smaller content that as well clear their motive, and that is also happening with this post which
I am reading here.
Greetings! Very useful advice in this particular post!
It’s the little changes that make the most important
changes. Thanks for sharing!
Thanks for sharing your thoughts on asmr. Regards
Wow, superb blog layout! How long have you been blogging for?
you made blogging look easy. The overall look of your site
is wonderful, as well as the content!
Hey There. I found your blog using msn. This is a really well
written article. I will be sure to bookmark it and come back to read more of your useful info.
Thanks for the post. I will definitely comeback.
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these Second Life authors and blogs
This was great! I would like you to clean up all this spam though
scoliosis
I do accept as true with all of the ideas you’ve presented to your
post. They are very convincing and can certainly work. Still, the posts are too short for newbies.
May you please prolong them a bit from subsequent time?
Thank you for the post. scoliosis
scoliosis
Very shortly this site will be famous among all blog users, due to it’s nice content scoliosis
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these sl websites and blogs
scoliosis
Thanks in support of sharing such a good idea, article is pleasant, thats why i have read it fully scoliosis
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these second life articles and blogs
dating sites
Hi there! I could have sworn I’ve been to this blog
before but after reading through some of the post I realized it’s new to me.
Anyways, I’m definitely glad I found it and I’ll be book-marking and checking back frequently!
free dating sites
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these Second Life websites and blogs
You really make it seem so easy with your presentation but I find this matter to be really
something that I think I would never understand.
It seems too complex and extremely broad for me.
I am looking forward for your next post, I’ll try to get the hang of it!
203103 186124Wohh exactly what I was seeking for, regards for posting . 788258
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these sl authors and blogs
Hi! This is my 1st comment here so I just wanted to give a quick
shout out and tell you I truly enjoy reading
your posts. Can you recommend any other blogs/websites/forums that
cover the same subjects? Thank you!
What’s up to every one, it’s in fact a pleasant for me
to go to see this website, it includes valuable Information.
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these sl authors and blogs
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these sl authors and blogs
Hi Dear, are you truly visiting this website on a regular basis, if so then you will without doubt take
good knowledge.
chloroquine phosphate tablet [url=https://chloroquineorigin.com/#]chloroquine phosphate aralen[/url] is chloroquine over the counter
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these second life websites and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these Second Life websites and blogs
I visit every day some websites and information sites to read articles or reviews, however this weblog provides quality based writing.
what is hydroxychloroquine used to treat [url=https://hydroxychloroquinex.com/#]covid 19 who[/url] hydroxychlorquine
We’re a group of volunteers and starting a new scheme in our
community. Your website offered us with valuable info to work on. You’ve done an impressive job
and our whole community will be thankful to you.
Your style is so unique in comparison to other people I’ve read stuff from.
Thank you for posting when you have the opportunity, Guess I will just book mark this
web site.
Howdy, i read your blog from time to time and i own a similar one and i was just curious if you get a lot of spam remarks?
If so how do you stop it, any plugin or anything you can advise?
I get so much lately it’s driving me mad so any help is very much appreciated.
Great post! We are linking to this great post on our site.
Keep up the good writing.
This was awesome! I would like you to clean up all this spam though
I visited many web pages however the audio quality for audio songs current at this web page is really wonderful.
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these sl websites and blogs
This was awesome! I would like you to clean up all this spam though
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these Second Life articles and blogs
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life websites and blogs
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these second life articles and blogs
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life websites and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these sl articles and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these sl websites and blogs
I used to be recommended this blog by way of my cousin. I’m no longer positive whether or not this publish is written by way of him as nobody
else understand such precise about my difficulty.
You are amazing! Thanks!
I appreciate you sharing this blog post.Much thanks again. Keep writing.
I do not know if it’s just me or if perhaps everyone else
experiencing problems with your blog. It appears as though some of the text on your content are running off the screen. Can someone else please provide feedback and let me know if this is happening to them as well?
This could be a problem with my browser because I’ve had this happen before.
Thank you
If some one wishes expert view about blogging and site-building
afterward i propose him/her to visit this
weblog, Keep up the pleasant job.
Hey there, I think your site might be having browser compatibility issues.
When I look at your blog site in Ie, it looks fine but when opening in Internet
Explorer, it has some overlapping. I just wanted to give you a
quick heads up! Other then that, amazing blog!
Hello, this weekend is good in favor of me, since this time i am reading this enormous informative piece of writing here at my
home.
I’m pretty pleased to find this web site. I need
to to thank you for ones time due to this fantastic read!!
I definitely really liked every bit of it and I have you
book-marked to look at new stuff in your site.
whoah this blog is excellent i really like studying your posts.
Stay up the great work! You know, a lot of people are hunting round for this info,
you can help them greatly.
Hi i am kavin, its my first time to commenting anyplace, when i read this paragraph i thought i could also make comment due to
this good article.
I constantly spent my half an hour to read this website’s articles or reviews every
day along with a mug of coffee.
hello!,I love your writing very much! percentage we communicate extra
approximately your article on AOL? I need an expert in this area to
unravel my problem. May be that’s you! Looking ahead to see
you.
It’s an amazing piece of writing in favor of all the online viewers;
they will take advantage from it I am sure.
I’m not sure exactly why but this website is loading extremely slow for me.
Is anyone else having this problem or is it a problem
on my end? I’ll check back later and see if the problem still exists.
It is perfect time to make some plans for the long
run and it’s time to be happy. I’ve read this post and if
I could I desire to suggest you few interesting things or advice.
Perhaps you can write next articles regarding this
article. I want to learn even more issues about it!
Nice weblog right here! Also your web site loads up fast!
What host are you the usage of? Can I am getting your associate link in your host?
I want my web site loaded up as fast as yours lol
Hi there just wanted to give you a brief heads up and let you know a few of the
pictures aren’t loading correctly. I’m not sure why but
I think its a linking issue. I’ve tried it in two different web browsers and both show the same outcome.
What’s up, its nice paragraph regarding media print, we all understand media is a great source of data.
Have you ever thought about adding a little bit more than just
your articles? I mean, what you say is important and all.
Nevertheless imagine if you added some great pictures or video clips to give your posts more, « pop »!
Your content is excellent but with pics and clips, this blog could
definitely be one of the very best in its niche. Great blog!
My brother recommended I might like this website.
He was entirely right. This put up truly made my day. You
can not imagine just how a lot time I had spent for this
information! Thank you!
I’m not sure why but this weblog is loading very slow for me.
Is anyone else having this problem or is it a issue on my end?
I’ll check back later on and see if the problem still exists.
Great blog! Do you have any tips for aspiring writers?
I’m hoping to start my own website soon but I’m a little lost on everything.
Would you recommend starting with a free platform like WordPress or go for a paid option? There are so many options out there that
I’m completely confused .. Any ideas? Cheers!
Hey There. I discovered your blog the use of msn. That is a really smartly written article.
I will make sure to bookmark it and return to read more of your useful information. Thanks for the post.
I’ll certainly return.
Heya are using WordPress for your blog platform? I’m new to the blog world but I’m trying to get started
and create my own. Do you require any coding knowledge to make your
own blog? Any help would be really appreciated!
That is a great tip particularly to those new to the blogosphere.
Brief but very accurate info… Thanks for sharing
this one. A must read article!
Very quickly this web page will be famous among all blog viewers, due to it’s nice articles
Hello, I want to subscribe for this weblog to
take hottest updates, thus where can i do it please assist.
Great web site you have here.. It’s hard to find good quality writing like yours these days.
I honestly appreciate individuals like you! Take care!!
Hey there! Do you know if they make any plugins to safeguard against hackers?
I’m kinda paranoid about losing everything I’ve worked hard on. Any tips?
I am regular reader, how are you everybody? This post posted at this website
is actually nice.
hello!,I love your writing so so much! percentage we keep in touch more approximately your article on AOL?
I require a specialist in this area to solve my problem.
May be that’s you! Looking forward to see you.
Wonderful beat ! I would like to apprentice while you amend your web site, how could i subscribe for
a weblog web site? The account helped me a acceptable
deal. I had been a little bit acquainted of this your broadcast provided
shiny clear concept
Awesome article.
Excellent blog right here! Also your web site loads up
fast! What web host are you the use of? Can I get your affiliate link
in your host? I wish my site loaded up as fast as yours lol
I’m gone to say to my little brother, that he should also
pay a visit this blog on regular basis to get updated from most
recent information.
When I initially left a comment I seem to have clicked on the -Notify me when new comments are added- checkbox and from now on whenever a comment is added I receive 4 emails with
the same comment. Is there a way you can remove me from that service?
Thanks!
Hi there it’s me, I am also visiting this site on a regular basis,
this web site is actually nice and the visitors are really
sharing good thoughts.
This design is incredible! You most certainly know how to
keep a reader entertained. Between your wit
and your videos, I was almost moved to start
my own blog (well, almost…HaHa!) Fantastic job. I really enjoyed what
you had to say, and more than that, how you presented it.
Too cool!
This is really interesting, You’re a very skilled blogger.
I’ve joined your rss feed and look forward to
seeking more of your excellent post. Also, I’ve shared your website in my social networks!
I’m gone to say to my little brother, that he should
also pay a quick visit this weblog on regular basis to take updated from latest information.