Ok, this is another rant coming your way. I love brands, marketing, design, the whole shebang when it comes to creating a iconic label. I’m fascinated by the creative process that goes into things that most of us take for granted. I’m lucky that I’ve had the opportunity to experience the process first hand in my work. I still enjoy observing what is going on in beauty and fashion.
I am currently fascinated by some of the branding fails that I see so often, so I’m now going to go on a little rant about a few great brands who have, in my opinion, cocked up big time! Let us explore the concept of what the hell were they thinking?
Case Number One: The Kooples Go Krazy
Ok, I must admit I’ve never been into a The Kooples store, I’m just not cool enough and it’s not within my budget, but I’ve always loved the branding. They are well known for their black shop fronts and fresh, street style photoshoots of couples. Here are some of the lovely examples from past campaigns.
I love theÂ believableÂ set up of the couples and the his and hers styling. The models are appealing to the target market, people that The Kooples shoppers can relate to. And if you’re not a Kooples shopper, they still look pretty cool, quirky and interesting, which is clearly what they were going for. I also like how the photography seems spontaneous, like they’ve stumbled upon these couples that just so happen to be in matching outfits. It’s generally beautiful branding.
Ok, so when I saw their new season campaign, I must admit, I was in shock and I did worry. I laughed in hysterics, wondering, what the hell were they thinking?!
Introducing, the oh so appealing, role model that is Pete Doherty…
Ok, so The Kooples may have made him look passable, but really, REALLY?! Surely a spokesmodel should be inspirational, universally appealing and at least a good role model. But, no, The Kooples have decided to choose a greasy, slimy, dirty little scum bag, who is better known for his drug taking habits than his bands one popular song, which can I remind you all, peaked at number two in the charts EIGHT years ago! He is frequently arrested for possession of heroin, cocaine, ketamine and has been arrested for driving under the influence, car theft, robbery, blackmail and has admitted to a former career as a rent boy. He’s been in prison numerous times and appears to show no sign of remorse in my opinion. He is anÂ embarrassmentÂ to be part of British pop culture.
Basically, he is a scummy criminal who admits to being guilty of the above crimes and yet, he still gets paid a shit load of money to be in the public eye andÂ seeminglyÂ get away with all sorts of shenanigans.
So yes, if you want to look like or would like your significant other to look like a drug addicted, Z list, greasy grimbag and spend a fortune in the process, this range is for you! The only reason I can rationalise why The Kooples decided to use scumbag Doherty as a spokesmodel is for the controversy and debate it would cause. Personally, if I was a The Kooples customer, this campaign would 100% turn me off the range. I would not want to feel like my money was funding some idiots drug habit and stupidity.
Case Number Two: Why I Dislike Kate Moss
My other case which still to this day drives me mad, is when Kate Moss was caught snorting white powder in 2005, all the reports say stupid stuff like suspected cocaine, but I don’t think we really need to know what it was, it most likely wasn’t icing sugar! We can easily assume that it was most likely something that she shouldn’t be doing. Due to the allegations, Kate Moss was dropped from planned campaigns with Stella McCartney for H&M, Burberry and Chanel. The H&M contract being for Â£4million pounds!
However, for some insane reason Rimmel still kept hold of them and even to this day, despite Kate’s seedy personal life, she remains at the forefront of the fashion and beauty advertising world. And this is why I would never choose to purchase Rimmel products or anything that Kate Moss has put her name to. It really bothers me that a range like Rimmel, whose key target audience are easily influenced young girls, think it’s ok to have a brand spokesmodel who is such a poor role model.
Plus, look at how weird she looks in Rimmel’s most recent, ridiculously over edited campaigns…
What really pees me off is that if any regular person was caught doing the things that some of the celebs admit to doing, chances are you would be fired and would struggle to find another job. Surely, someone with a criminal record like Pete Doherty’s should not be earning millions of pounds. It’s insane. Sadly, I don’t think it will ever change, it only seems to be getting worse with the increased demand for celeb role models and spokes people.
If things like this annoy you, the only way you can try and counteract it, is to boycott the brands that do wrong, or let them know about your frustrations. With social media, it’s so much easier to vent direct to the source. Shall we see if we can do anything about this stupidity?
What do you think on this subject? Do you agree or disagree with my views?
Any other great examples of stupid branding choices?
Comment below or Tweet me @JayneJRead
@wearefoodscouts & @KitschInc. Digital Marketing & Creative Direction. Illustration, writing, creativity & style. Fan of films, TV, cartoons, colourful hair & clean beauty. Blogger since 2009.