Dr. Sabrina Segal

Companies hire Hollywood celebs and sports stars to endorse products with the hopes of establishing strong brand loyalty among their fans and consumers. When an endorser is viewed in a positive light by the majority, the connection and bottom line result is typically good.

“The 6th edition of the Shell Poll conducted by Peter D. Hart Research Associates showed that 32 percent of respondents chose Bob Vila as their favorite domestic celebrity. Sorry Martha Stewart.”

What happens when a once respected star goes sour? Some ill-advised celebrity endorsers in 2007 may have left a bad taste in the mouths of consumers:

•  Britney Spears, the epitome of sweetness, talent, and moral values – turned head-shaving, pantyless, unfit mom. All the while the face of Elizabeth Arden’s Believe: A reflection of her soul. “That’s kind of appropriate in a twisted way,” said one fan.

•  AdorableLindsay Lohan of Freaky Friday fame confronts cops, rehab and a horrible movie in 2007 – but was once the spokesperson for Proactiv Solution. “I’ll wonder if the company would like you to forget about her or if she’s the best thing to ever happen to them,” remarked an AIU marketing professor.

•  Michael Vick was at the top of his game, and a high-priced endorser, until news surfaced that he killed and tortured dogs for money. While his pro football employers did little to penalize the player, Reebok & Dornuss Trading Cards dropped him a few weeks after court proceedings spawned public outrage. “Football is all about the bad boy.” – Anonymous

•  What was Nationwide Insurance thinking when they cast K-Fed for the infamous Super Bowl Ad? It was all played for laughs, but look at him now, vying for Father of the year. “K-Fed is a cool name and notoriety comes from being Britney’s ex no matter who you are,” say fans.