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
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