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Controversy over Elizabeth Arden Ad Campaign

Thursday 30th of August 2007 10:20:31 PM

This October, Elizabeth Arden will debut a new perfume called ‘Believe’ in partnership with US pop star, Britney Spears. But is not the new perfume that has many people around the world upset, it’s the ad campaign that features Spears wearing a t-shirt with the phrase ‘Believe’ on the front. It is very similar slogan to a company in Vancouver, Canada, Monodonation, that uses the word ‘Believe’ on the front of printed T-Shirts they sell. Those who have purchased shirts from the company have their own belief printed on the back as a way to stand up for what they believe in and don’t want to be associated with Spears.

“The point of the Mondonation project, as I see it, is to share our beliefs with the world, and begin to change it for the better. I believe that Britney Spears is the antithesis of this concept, and this campaign would completely undermine everything that Mondonation [and I] stand for,” wrote Katie Wilson, an employee communications specialist with Vancouver-based PEER 1 Network Enterprises Inc. in an email to Monodonation founder, Ward Bingham.

The T-Shirts are so similar that talks between the two companies have continued even after many have cited their concerns about wearing the shirts.

Monodonation, which was created in 2005, donates a part of the earnings of each shirt to various charities. “The whole idea behind the concept is to basically get people to engage in conversations that really cut to the core of who they are. People see "believe" on the front of the shirt and can't help but ask "believe what? I like to call it an experiment, because it's really taking conversation to a different level or approaching it from a different angle, and then it does move very very rapidly to a different level," said Bingham.

(c)Evelina Pentcheva, www.sxc.hu