Now the brands begin to snap back

CNBC  has reported that Pepsi’s Gatorade brand is dropping the Tiger-inspired drink, ‘Focus’.  However trade magazine Beverage Digest suggests that the decision may have been  made before the current ‘Tigergate’ crises. (Despite the reports, at the time of writing, Gatorade’s press site still featured press releases celebrating their relationship with Tiger.

He is quoted as saying:

“I’ve experienced a lot of amazing moments in my golf career, but Gatorade Tiger is taking me someplace I never imagined with this campaign.”)

PepsiCo is  the first of the major brand-partnerships to change their allegiances with Tiger.  It may only be a matter of time before other brand sponsors decide whether or not to stick with Tiger.

In a statement, the PepsiCo-owned company said:

“We decided several months ago to discontinue Gatorade Tiger Focus, along with some other products to make room for our planned series of innovative products in 2010.”

More brands to topple?

The London Times reported that not one of Woods sponsors has broadcast an advert featuring Tiger since 29 November; two days after the initial car crash. The last prime-time ad featuring Tiger was a 30-second Gillette Co. spot that ran on Nov. 29

Woods was also reportedly absent from commercials on a number of weekend US sports programs.  Darren Rovell, the sports business reporter at the US TV network CNBC, Tweeted that:  “only eight Woods adverts were shown in the whole of November”.

Given the reaction in the US, there is every likelihood that more sponsors will simply stop showing adverts featuring Woods.  At best this will be until media attention slows down.  At worse – and most likely, eventually leading to Woods being discretely dropped altogether by certain sponsors.  (Arguably no brand would wish to be associated with any purportedly ‘serious’ name who turns our to be internationally viewed with a titter and source for wild speculation. For example, David Letterman, the talk show host who was recently at the centre of his own sex scandal, poked fun at the golfer:

“President Obama is sending troops to Afghanistan,” he told his audience on Monday night. “Hell, he ought to be sending them to Tiger Woods’ house.)”

Wider repercussions

Noting prices on Tiger Woods action figures, Duff Macdonald at the Daily Beast recently wrote:

“The Toys “R” Us outside Seattle had four different kinds of Tiger figurines discounted to $9.98, though the store manager insisted they had been on clearance before the scandal. When we asked a sales rep at a Target in Tukwila, Washington, if they carried Tiger Woods action figures, she said she’d never heard of the product, before pausing and asking a sincere question of her own: “Is that intended as a gag gift?”

The cost of losing sponsorship faith

According to First Post, Woods’ value as a celebrity endorser of products has plummeted. A substantial portion of his annual income – about $110m – comes from commercial endorsements and tournament appearances.

Before ‘Tigergate’ ,Woods was ranked sixth in the Davie-Brown Index.  The Index tracks 2,800 celebrities and was created as a means to measure personalities’ influence over consumer spending. (He is currently in 24th place between actress Julia Roberts and former US Secretary of State Colin Powell).

A Yahoo of an opportunity

‘Tigergate’ has not all been bad news for brands. Yahoo Chief Executive Carol Bartz says “God bless Tiger” for spiking web traffic.

“News, photos and other content about the pro golfer, whose personal life has become tabloid fodder since his car accident and cryptic apologies, are helping Yahoo’s sports section, as well as news, gossip and the front page,” Ms. Bartz said.

Would Tiger help the Internet company make the quarter,?

“Oh, absolutely,” she said, adding that he’s boosting more visits than Michael Jackson’s death.

The unfortunate front cover of  Golf Digest in which Tiger offers tips to Obama virtually guarantees sales for the edition from people keen to get hold of what they hope will one day become an -e-bayable asset.

Expect an e-bay golf sale

Out of the bunker

As things currently stand, in terms of personal branding, it appears that there are four main stances that most people take on ‘Tigergate’.

A-    Tiger is a very well paid celebrity – for better or for worse – we often expect celebrities go astray – especially those with opportunity to do so.  He is the one who is being harassed by publicity seekers.

B-   Tiger is not a good role model.  He should be strong enough to concentrate on being a great sportsman and respected member of his community.  He should not be associated with brands that espouse ‘wholesome’ values.  Such a reputation is an adverse reflection on consumers buying the brands.

C-   Tiger is a man who, like the rest of us, is fallible.  If he sincerely dealt with allegations, for the sake of his family, himself and wider responsibilities- perhaps via interviews – and then returned to playing and concentrating on  world-class golf, it will show character, humility and strength – something that anyone would wish to be associated with.

D-   Judge the man on his skill on the course – not with the paparazzi.

PR branding thoughts for Woods’ team

If carefully managed, the Woods’ brand could still emerge well – People love the story of the’come-back’ kid who wins against all odds.  To help redeem his brand persona, Tiger’s PR team could:

1.  Most importantly – make a clear statement, via the press, to his fans and consumers. (Ideally on a tv chat show such as Oprah).  Then request a period of privacy that should be afforded to any person trying to make amends.

2.  Demonstrate that Tiger is taking positive steps to become the ‘the best a man can get’ – e.g. counseling, well chosen interviews…

3.  Appeal to die-hard golf brands to support their golfing hero – for his game – if not, be prepared to lose someone who could have had the potential to become the greatest golf player of all time.

4.  Have Tiger prepared for the golf tournament of his life in which his sheer dazzling skill as a golfer wins admiration from even the most cynical critic as well as nervous brand custodian.

www.brandforensics.co.uk

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