Chris Brown Decoded: The Finances of a Tarnished Brand

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ENDORSEMENT DEALS 	Before his 2009 domestic violence incident, Brown was poised to make a lot of money from his relatively clean-cut image as a celebrity spokesperson. In 2008 chewing gum maker Wm. Wrigley Jr. Co. tapped the pop star for a clever campaign in which his hit single “Forever” was reworked into a song inspired by Wrigley’s Doublemint gum “Double Your Pleasure” jingle for an undisclosed amount. “Everything [Brown’s] done with 'Forever' represents the brand and it fits our brand personality for Doublemint," said Wrigley’s VP for North American gum marketing at the time, Paul Chibe. He’d wind up eating (chewing?) those words after allegations of violence perpetrated by Brown arose. It wasn’t long before Wrigley announced their suspension of the campaign. Brown also had Body by Milk—the people behind the popular “Got Milk” and milk moustache ad campaigns—drop him from their celebrity roster. It’s safe to say companies aren’t too keen on attaching themselves to Brown’s tarnished brand as before.

ENDORSEMENT DEALS Before his 2009 domestic violence incident, Brown was poised to make a…

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