Promotion Failure of Breitling Watches

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Promotion Failure of Breitling Watches & Recommendations Summary of the Situation Like many famous actors and celebrities signing up to become brand ambassadors to promote their products, actor John Travolta in 2005 signed up for Breitling Watches. In 2009, the actor appeared in a movie The Taking of Pelham 123 playing the role of the main bad guy. In this movie the actor very frequently looks at his watch to count the minutes before shooting hostages. Every time he looks at his watch the brand name is clearly visible. This is completely in contrast to what a brand ambassador is supposed to do and that is to associate an image with the brand which helps in its further promotion of products. An example of this can be seen in the case of Rolex having the tennis star Roger Federer as their brand ambassador or the character of James Bond with Omega watches. The character played by the actor impacted it and associated a negative image with the brand. Critics are of the view that is Breitling of the opinion that being on the screen for any amount of time and in any context is good for the brand. Or did this concern even affect Breitling’s decision in the beginning. Recommendation Breitling is not the only brand that had a negative image associated with it because of its placement. There are other examples such as Budweiser being associated with an alcoholic pilot in the movie Flight (2012) or pizza by Pizza Hut being seen as a dehydrated protein slab in Back to the Future (1989). What the company could do was to get its brand name removed via digital wizardry. Another thing is to not allow the product being used in a situation where it brings a bad image to the product or the brand as a whole. Breitling could advertise through a different idea instead of marketing the watch in a movie (where the attention of the audience is in the story of movie and not the

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