Jersey Shore Cast Member Offered Anti-Endorsement Contract

A year ago, I mentioned the rumor that the elegant Coach handbag carried by Snooki from Jersey Shore was given to her by one of Coach's rivals. The plan was to damage Coach's reputation by associating that brand with Snooki.

Coach isn't the only brand that is being impacted by negative product placement. Now the clothing company Abercrombie & Fitch is offering Michael “The Situation” Sorrentino, also a cast member on Jersey Shore, money if he will agree to not wear its clothing in public again. A press release from the company stated:

“We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans,” the statement read.

The company also extended the pay-to-not-play offer to the other Jersey Shore reality stars and said it was “urgently waiting a response.”


Link -via Marginal Revolution | Photo: Getty

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AnotherAndrew and Rob, agree with you both! Crafty? public relations at work. I wrote a bit about it here: http://www.advertisingagencyblog.com/uncategorized/the-fitchuation
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Got to agree with AnotherAndrew. It is all marketing. Plus Abercrombie&Fitch are kind of well know for pushing ads with models not wearing theirs (or anyone's) clothes. Just sayin!
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I'm confused, is this anti marketing or is it just plain ol' marketing. The amount of press they got just by publicising the fact that they "offered" this is getting them some good old fashioned press.

It also makes me wary of accepting this at just face value.
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