P&G Chooses Controversial Spokesperson?

by erica ~ December 10, 2008

By now, you may know the couple Jon and Kate from the TLC show Jon & Kate Plus 8.

Procter & Gamble recently named Kate as their spokesperson for the brandSaver coupon book. The coupon book has actually been brought to life by P&G at their new pop up store in Midtown Manhattan, which will be open until December 11. The store will offer consumers a chance to engage with actual brands that have been positioned as “affordable.” (Sounds like a previous entry I’ve written about Teen Vogue.)

Kate’s role will be to discuss money-saving tips and how to live on a tight budget, which concerns many consumers today.

As I was reading this Brandweek article, I couldn’t understand why Kate came across as an inappropriate spokesperson. One negative response states:

“Kate Gosselin, the child-exploiter, is a spokesperson for money-saving tips and living on a tight budget?? Well, I’d guess her number one tip would be to start a reality show, which puts your children to work for endless hours because there are no labor laws to protect them in such situations, plastering their faces all over the TV, for any person across the world to have access to . . . and then you and your husband can live off the profits!”

Another reason why consumers may not be in favor of Kate is because they are suspicious of marketing partnerships Jon and Kate may have with the show. Brands that have apparently appeared on the show include Croc’s shoes, V-Tech computers, Juicy Juice, Kmart’s holiday layaway plan, as well as the Grain Foods Foundation. Although I think that those are normal products for families to have with kids that age, it would not be surprising if TLC had some sort of product placement agreement with these brands.

Of course there will always be people who don’t have anything nice to say, but P&G rep Glenn Williams assures us that “hundreds lined up to meet her,” and that “Kate was very gracious. She is anything you’d want and expect from a positive spokesperson . . . Any famous person is going to have that kind of chatter surrounding them.”

I don’t see what the big deal is about Kate; she seems like a normal person who takes care of her family. It’s a little ridiculous for some consumers to boycott P&G completely, like this person who claims:

“I’m a longggg time Tide/Downy user, nearly 25 years, and this week I’ll be buying a non PG detergent. I’ll forward this article on to my family and friends and let them decide if they wish to pad this screwball’s pockets with their hard and legitimately earned money. Bye-bye P&G.”

I can see if someone with a bad reputation and a criminal record is named the face of a similar brand it would cause major controversy…. but to boycott P&G for using a sophisticated individual is outlandish!

Erica Berkovich is an Associate Account Executive at Mediashop PR. She is currently pursuing a Masters degree in Corporate Communications at Baruch.