Last year, Costa coffee spent a lot of money getting Peter Andre to promote its coffee, complete with the clause:
"3am online, under all circumstances, must accompany the photographs of Peter Andre with positive text/captions/headings"That's CAN Associates, making sure that everyone gets value for money. That Peter Andre is promoting the brand shouldn't be used to mock the brand.
So, Peter Andre really likes Costa Coffee, right?
Actually, no: he's opening up his own coffee shop.
So newspapers can't print anything negative about Andre promoting Costa, but he's fine to nip off and open up his own competition, implying he believes that even he can do better. Isn't PR wonderful?
I wonder if Costa can get a refund?