Manchester United’s Ashley Young dropped from Lucozade ads the morning after he missed Euro 2012 penalty
They often say that things will feel better in the morning, but that can’t have been the case for Ashley Young the day after his missed penalty against Italy.
With front and back pages across the nation showcasing the Manchester United forward’s wayward spot-kick, his sponsor Lucozade tried to hush up any public association with him.
In a desperate damage limitation job, they decided to pull all television advertisements of their ‘brand ambassador’ having a gulp of their energy product.
It was a knee-jerk strategy that descended in to a full-on PR blunder after the orders were leaked to media outlets this week.
An email sent out by a company executive said:
”Post Ashley’s glorious failure in the penalty shoot-out last night I think it would be wise for us to stop running the AY (Ashley Young) TV creative immediately. Could you please ensure that it isn’t aired again.”
The Lucozade executive later ordered the removal of all future print adverts and the deletion of any internet search links between Young and Lucozade. It’s a string of actions that reads to us like a conspiracy cover up in high octane crime series 24.
Despite attempting to stealthily wipe away their association with Young, Lucozade have now backtracked more ferociously than James Milner.
A rather hollow-worded statement said:
“Our commitment to Ashley is the same as it was before the match. He’s one of the most exciting players in the world and we’re delighted he’s a Lucozade Sport ambassador.”
Young signed up to the ‘Faster. Stronger. For Longer.’ marketing campaign in April. Regrettably the midfielder, who was in fine fettle in England’s qualifying campaign, was anything but those words during Euro 2012. ‘Slower. Weaker. For Longer’ just doesn’t have the same ring to it does it?