“He isn’t a winner anymore”- Tiger Woods’ unforgettable hard time from losing Gillette endorsements to getting a divorce
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Tiger Woods
Tiger Woods, the face of Gillette‘s razor and shaving products, hailing from the consumer goods giants Proctor & Gamble, was disassociated from his endorsements following the rumors of his extramarital affairs back in 2010. The 34-year-old golfer got divorced in August 2010 and the string of names associated with him romantically stuck to his career, deeply affecting his professional life additionally.
The corporation, therefore, reconsidered the renewal of its contract with Woods and finally decided on dropping him as its official face. However, the severance was only conjectural and the company clearly floated the fact that he wasn’t the only one whose contract had not been extended.
The Gillette promotions were done by some glorious sportsmen including Roger Federer and Thierry Henry back in the day. Even before the dramatic exit was announced, the advertisements featuring Woods were pulled down from the media. This might seem completely unrelated, but reports clearly stated that the timing was carefully pegged to avoid negative publicity.
Also read:- “Earn it in the dirt”- Tiger Woods gets blasted by Pat Perez for his remarks
Tiger Woods’ personal life became a roadblock for brands to achieve global growth
PR veteran Mark Borowski had made his calculative estimates at the time Gillette announced its disassociations. He described Gillette as “a middle-of-the-road global brand” and mentioned how Woods’ personal life could have been fatal to the brand’s growth.
Borkowski said: “As a PR move it’s fantastic because you’re burying the news and there’s less interest in [Woods] as a story. You’ve got rid of it and you can start the new year afresh.” Tiger Woods, however, has definitely turned the tables since, although not through golf because of continuous breaks owing to injuries and personal issues, but with his philanthropy, and grace on the course.
Back then, there were statements by Borowski mentioning, “Brands – particularly brands like Gillette – want winners and Tiger Woods isn’t a winner anymore.” Skipping to the good part and fast forwarding to 2022, Tiger has emerged as an icon and might as well have been held close in his difficult times only to unravel a sweeter picture in years to follow.
Also read:- Tiger Woods, the man full of ethics was once FINED by the European Tour for a DESPICABLE act
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Prasenjeet Singh
(251 Articles Published)