Advertisers Cope With Celebrity Scandals

Aug. 9, 2005 — -- When baseball star Rafael Palmeiro started advocating America's most celebrated performance enhancing drug -- Viagra -- the slugger-turned-pitchman got kudos for admitting he needed some off-the-field help.

Sure, celebrities don't necessarily use products they endorse. After leading the New York Jets to the 1969 Super Bowl, Joe Namath shocked TV audiences by squeezing into Beauty Mist pantyhose. But no one ever thought Namath wore ladies' underwear.

Palmeiro, however, left little doubt. A full-page ad in "The New York Times" launching the ad campaign highlighted his achievements -- more than 450 home runs and three gold glove awards -- with the slugger boasting, "I take batting practice, I take infield practice … I take Viagra."

In all his time pitching the little blue potency pill, the 40-year-old first baseman never said why he was getting treatment for erectile dysfunction. As we all know, Viagra is not supposed to be used recreationally. "Let's just say it works for me," he claimed in commercials, and he didn't care to elaborate.

Of course, Palmeiro's credibility has since come under question. In March, he testified before Congress and solemnly said, "I have never used steroids. Period." Then, shortly after hitting his 500th home run, and his 3,000th hit -- two achievements that would otherwise guarantee membership in Baseball's Hall of Fame -- major league officials announced that he tested positive for steroids and would be suspended.

Palmeiro now says he has never "intentionally used steroids," that he testified honestly before Congress, and will be vindicated when his case is further investigated.

It's still unclear what cloud will hang over Palmeiro's career, but it's fairly safe to assume that Pfizer would have preferred to have sent a scandal-free player up to bat as its spokesman. As Palmeiro's Viagra ads have been off the air for more than a year and a half, the company has been mum.

Nevertheless, the controversy just highlights risks companies take when picking spokesmen. Even the squeakiest of the clean is just a DUI away from falling from grace. Certainly, Kobe Bryant is not quite the same man we saw hawking McDonald's cheeseburgers in "We Love to See You Smile" commercials just a few years ago.