Eli Manning of the New York Giants and David Wright of the New York Mets have many things in common:
- Each is captain of his respective team.
- Each enjoyed amazing success earlier in his career.
- Each is an All-American boy next door, feel good kind of guy.
- Each has fallen on hard times.
- Each is a spokesperson for multiple sponsors.
And, the last point is the one in question.
How long should a brand stick with a spokesperson who is no longer synonymous with excellence? When does a consumer ignore a product hawked by a has-been? In other words, when should a marketer say when?
David Wright is a mere shadow of his former self. And, Eli Manning is more inconsistent than President Obama’s foreign policy. Yet, both still seem to have more endorsements than the average prescription medication has side effects.
In Eli’s case, one sees him plugging Toyota SUV’s (and other marketers’ wares) every nanosecond on the nanosecond.
All of which would make me think long and hard about Eli’s future as a spokesperson were I calling the shots at Toyota. When does a nice guy who’s fallen on hard times need to be jettisoned? When does a player’s mediocrity transfer over to that of the product or service he endorses?
I admire loyalty as much as the next person, but I suggest any brand associated with Messrs. Wright and Manning place them on waivers.
All’s fair in love, war and marketing. And I, for one, think it’s high time advertisers cut the cord with these particular low-level performers.
What do you think?