Behaving badly.

Can good PR rescue or even glorify a brand tainted by misbehaving stars? We see Oscar Pistorius getting dropped by DSTV just days before the beginning of the campaign, in a conscious attempt to underline the values of the brand.

Rimmel decided to stick with model Kate Moss after she admitted taking cocaine in 2005, even though other backers such as Burberry and Chanel rapidly retreated. The controversy has since blown over, with the episode arguably increasing Rimmel's profile and helping boost Moss' international appeal. Kate Moss became a bigger star because of the controversy and the brands ended up coming back to her and signing her to even bigger deals. 

Do ambassadors deserve a second chance?

I think everyone deserves a second chance, but it does depend on what they've done, personally all companies will draw the line as to what is acceptable. It should all be in the brand ambassador's contract too, so that there aren't any surprises. I don't think incidents with brand ambassadors are ever good PR. If you asked the brand if they wanted it to happen, I'm sure they wouldn't. But with a decent PR plan and management, it can be rescued.

Nevertheless, sponsors are often spooked when they are associated with individuals with colorful personal lives, especially if that color is provided by illegal drugs.  Although public mishaps often lead to a personality, and, by association, a brand, receiving media ridicule, the damage is rarely long-term.

Pepsi, for instance, has a questionable policy when it comes to brand ambassadors, with Michael Jackson, Britney Spears and Madonna representing the brand as badly behaved as the three were it didn’t prove to be detrimental to the brand.

Hiring and firing

Hiring and firing miscreant public figures isn't cheap and brands are advised to think carefully before choosing brand ambassadors. I don't think brands spend enough time analyzing potential brand ambassadors, an agency should research (the stars), know about their personal lives and know the issues surrounding them. There is no 100% guarantee about any person's behavior, but it's a big investment to have a brand ambassador and more time could be spent choosing them.