Gatorade responded to Shiloh's letter. Shiloh's response to the corporate giant's call back?
"I was shocked," Shiloh said. "Amazed. It was a classy response by a mainstay in American athletics, and I am very impressed that they responded to my open letter. They were extremely prompt - overnight, in fact. They took me seriously, and corporations don't always do that these days. I wish them continued success."
Shiloh's letter was part pitch, part open call for a better synthesis between marketing, branding and target audience through ethics, especially on the part of the spokesperson.
"It's a letdown to a company who makes a pact with a spokesman and then sees a huge glitch that is not only reflective on the individual, but on the trust that is broken by behavior," Shiloh said, who has a marketing and communications background.
In the letter, Gatorade said (in full):
We are flattered that you looked to our company for involvement in your endeavors. Thanks for thinking of us; however, we are declining participation at this time.
If there is interest in your services in the future, we will contact you directly.
Gatorade Consumer Relations"
Link to Shiloh's original open letter:
"POOKOO: A SATIRE OF CELEBRITY"
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