What is it about?
The case explains the strategic challenge the brand faces in ambassador marketing due to the uncontrollable personal crisis of the celebrity. Brand ambassador is an integral element of the brand persona and is appointed to boost the brand’s unique proposition and sales. The selection of the brand ambassador is a strategic decision with direct implication on the brand equity.This case evaluates the crisis faced by Fortune oil which has been positioned as “the heart healthy oil” when its celebrity ambassador suffers heart attack. In the backdrop of the case, the students can analyse brand strategies with respect to ambassador marketing; TEARS model with No TEARS approach for endorser selection and endorser related credibility risk management.
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This page is a summary of: Fortune heart healthy oil: when a strong brand strategy hits a cardiac roadblock!, Emerald Emerging Markets Case Studies, January 2022, Emerald,
DOI: 10.1108/eemcs-01-2021-0014.
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