The case study question:
Some of Gillette's spokespeople, such as Tiger Woods, have run into controversy after becoming endorsers for the brand. Does this hurt Gillette's brand equity or marketing message? Explain.
The solution provides a background of Gillette's "Champions" marketing campaign; which was launched prior to the very publicized "indiscretions" of Tiger Woods. In today's social media world, the negative backlash of the behavior and admissions of Tiger Woods was contradictory to the "Champions" message. The conclusion provided in this solution is that the actions of paid endorsers can significantly impact, even damage, the brand. The opinion provided is that Gillette was wise to "dump" Tiger Woods from its marketing campaign. There is also a reference included on the actions of Gillette after the controversy.