Ditch or No Ditch?
Britney Spears is one of many celebrities to have been caught out by the media with a bit of contradictory behaviour (as far as endorcements are concerned). Pepsi let her go after she was caught by photographers drinking rival brand soft drink Coca-Cola.
Ditch
It isn’t really asking a lot to expect your celebrity to avoid competitor brands while they are paid huge amounts of money to support yours. Britney drinking Coca-Cola is damaging for Pepsi who have spent time and money creating a perception for consumers. Demonstrating commitment to a brand may also prove to be worthwhile in the long term for the celebrity.
No Ditch
If it isn’t written into the contract that your celebrity endorser cannot at any point, publically be seen consuming a product produced by a competitor, then you shouldn’t expect any favours. You will only get what you pay for - business is business.
So, you have a choice… you can ditch now, play it safe and avoid losing money later on - or you can no ditch, take a risk and you might just end up making a lot more money that you expected!