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5 brands that used the Brangelina divorce as an advertising opportunity

Published by Business Insider on Tue, 27 Sep 2016

The news of Angelina Jolie and Brad Pitt's divorce has taken the world by storm hitting the front pages of most national publications and setting social media alight.While heartbroken fans of the Hollywood couple are still digesting the news, it has not taken long for marketing masterminds to turn the latest celebrity breakup into a business opportunity.Brands that are 'brave enough' to embrace real time news and trends into their marketing strategy can reap big rewards, according to Maria Vardy, managing director at marketing agency Jaywing.However, she warned that businesses should be careful when it comes to delicate situations such as divorces, especially when children are involved.'There's a fine line in getting the approach and sentiment right, especially in the case of brand Brangelina. The end of their relationship is also the end of a lot of the emotional development associated with them as a couple and as a family,' Vardy said.Here arefive examples of Brangelina marketing from businesses around the world.1. Norwegian airlines' 'Brad is Single'Tweet Embed:https://twitter.com/mims/statuses/779281812220678144Got to love quick #marketing capturing current stories in a fun way 10/10 to @NorwegianUK #advertising #humor #BradIsSingle pic.twitter.com/qlPOjoOKAJNorwegian Airlines were very quick to react to the news with a tongue-in-cheek advertising campaign inviting travellers to choose their flights to LA with the line Brad is single.The adverts surfaced on Friday, just two days after Angelina Jolieannounced she filed for divorce from Brad Pitt.The company released the ad for discounted flights from Oslo-Norway to Los Angeles, where Pitt is based.2. IKEA ' 'Breakups happen'RAW EmbedThe Singapore arm of Swedish furniture giant Ikea published an ad captioned Breakups happen alongside a two-seater modular sofa positioned back to back.The sofa offers a personalised seating solution, Ikea wrote, perfect for any celebrity relationship.Crucially, this example is aligned with Ikeas personality, and the brands reaction fits its witty tone of voice and the reality of everyday life, Vardy commented.3. Free juice for Brad and AngelinaTweet Embed:https://twitter.com/mims/statuses/778418820402647040We didnt expect to hear #Brangelina split up, and you didnt expect us to add 2 bonus names! FREE Boost to Brad & Angelina's TODAY only! pic.twitter.com/awc1AObyShJuice maker Boost Juice jumped on the opportunity to add two extra names to its long-running Whats your Name Game campaign, where customers who share a specified name can get a free juice in store.Brad and Angelina were added at the last minute, the company announced on its Facebook page.The post received over 2,700 likes and 200 shares.See the rest of the story at Business Insider
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