Paging through Sports Illustrated a few weeks ago, I saw the Bigelow Tea @bigelowtea ad featuring Terry Francona and Joe Torre. It is funny, with professional athletes being indicted, shooting themselves in the foot (literally) or driving while intoxicated, you would think Managers are safe? Mature, leaders, buyers and retailers can identify with them.
Bigelow is a great brand, owned by a great parent company and a strong culture that adds to the earth the community , growers and people around them. So a brand manager that says "what can happen? Managers are a great fit for a brand endorsement"
But in the case of Bigelow, their brand's mission statement is "satisfied employees", "strong relationships" , "satisfied consumers" and "good corporate citizen". Their imagery is one of "serenity".
I am sure you laughed as you read those words above. Poor Bigelow. This is a teaching moment for all on the challenges of signing celebrities. Terry Francona, who I have met a number of times, is a great guy and was the right person at the right time in Boston. But "satisfied employees" is not the word we would use this week. And neither is "strong relationships" And as far as being a good corporate citizen, John Henry may disagree. For Torre, I am not sure if he and A-Rod have a "strong relationship" after his book came out a two years ago.
There have not been many soothing tea moments this week. Torre and Francona may plan a cup of tea together over the winter, but they will share stories of "betrayal", "tough bosses" and "frustration".
You know what? this week's Sports Illustrated Bigelow Ad? Features Wayne Gretzky :)
I hope Bigelow doesn't become the EA Sports or Sports Illustrated Cover Curse.
DS
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