Bookmaker Better Bet has gone for an interesting marketing ploy, by using an ex-gambling addict to be the new face of their advertising campaign.
Former Arsenal and England midfielder Paul Merson had a very well publicised problem with addiction to alcohol, cocaine and gambling. Something that the star spent 20 years battling and put him out of pocket to the tune of £7m.
His appearance in this latest set of adverts for Better Bet, would appear to be a bit bizarre, until you learn that Merson is best friends with the owner of the company. He has opened shops for the company in the past and appears to becoming a bit of a figure head for the business.
I hear they've even given him some betting vouchers to use in the shops!!!!
Hmm, its honest at least showing/publicising both sides of the coin. Its not that different from Ian Wright encouraging people to have a "cheeky punt" at Ladbrokes.
I find a lot of the advertising bizzare, especially European/US sites which seem determind to have as many semi naked girls on the front for no reason what so ever. At least Merson, as a sporting figure is a little bit relevant, you might have bet on him in the past when at Arsenal to score first or today Arsenal to win is a bit of a link.
As a side note I think its only a matter of time before my 2nd favourite NCFC player of all time ever starts advertising somewhere, he has been sacked for assaulting team mates because they were pretencious, he had £300k of gambling debts so jumped the country back to Denmark, then ran up another £100k and had to be bailed out there, he has admitted match rigging, and i would sign him back again tomorrow for the way he ran on and raised his fists at the Lower Barclay each and every time he came on....
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David Nielsen - Wikipedia, the free encyclopedia
Have a plan and stick to it
BetterBet.com have announced that the new campaign with former England footballer, Paul Merson will be cancelled. Merson, who was due to become the face of Better Bet's advertising and Promotions, will no longer be used.
Having battled gambling addiction himself, it was a surprise to many that Merson would feature in adverts used by Better Bet.com. However the deal has now been cancelled partly because of several complaints.
A spokesman for Better Bet.com said, “He is better known these days as a Sky pundit and former footballer. We have used him to meet customers and sign autographs and he has been on posters. We haven't had any negative comments about what he has done previously.'
The move could have potential damaged the brand reputation for the relatively new internet bookies who also have their own high street store. In spite of this Ian Hogg, Managing Director for better bet said, “We like Paul a lot. I wouldn't want it to be seen in any way that we didn't want to work with Paul.'
Merson's battle against drug and gambling addiction was well publicized, however he now works as a pundit for Sky Sports.
Have a plan and stick to it
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