Anne Curtis: surviving a wild binge

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Wednesday, December 4, 2013

A-LIST movie star Anne Curtis took eight days to say sorry for a Nov. 23 drunken binge at a bar in Taguig City where she hurled invectives at customers, slapped actor John Lloyd Cruz, and insulted the owner.

Something like a scene from one of her movies where heroine or villain goes berserk in public.

In this age of instant comment, Curtis twitted her apology only last Sunday. Fear of a backlash must have made her wait to see if the scandal would just go away.

She has consumers of products she endorses to consider, not just her fans. The celebrity who has edged out Kris Aquino as top endorser must worry over fan base and endorsement contracts.

Already there's a spin that the incident won't hurt sales of the brands she promotes.

Too early to tell but would buyers of, say, Ginebra San Miguel, Argentina canned meat, or Lactacyd (among her many products) mind if Curtis were an occasional drunk? Would they switch to the competition instead?

While off-camera behavior of the endorser is "critical," it might not hurt sales unless the act is so outrageous that customers would lash their anger at the endorser’s products. Values that endorsers sully won't matter unless it affects sales.

Sales figures

Has sale of products pushed by Manny Pacquiao dropped because of his tax problems?

It's not known yet, just as the impact from Curtis's wild night still has to be felt.

Ultimately, market figures decide whether to cut the “celeb” loose.

At least Curtis showed she also takes alcohol, unlike a senator endorsing a brandy when everyone knows he doesn't drink.


Published in the Sun.Star Cebu newspaper on December 05, 2013.


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