EdenCancan creative director Nick Ede criticised Iceland for allowing the situation to get to this stage. He said: ‘She should have been dropped when the first allegations happened and I cannot believe it has taken them so long to drop her.'
He added: ‘Does a huge family orientated brand like Iceland really want to be associated with a celebrity whose promo picture was of her in a straightjacket?'
The supermarket chain announced it had terminated its four-year relationship with the former singer late yesterday. The move follows allegations in the News of the World on Sunday that the former member of pop group Atomic Kitten was taking Class A drugs.
M&C Saatchi Sport and Entertainment MD Jamie Wynne-Morgan said: ‘Iceland has definitely done the right thing. Iceland is a family brand and will not want to be associated with this. They have acted quickly so I think the damage to the brand will only be short-term.'
PHA Media CEO Phil Hall concurred: 'Iceland have taken the only action open to them because they cannot be associated with drug taking in any form. But I don't think they have damaged their brand. I believe their customers will see Kerry as the loser, not Iceland.'
Wynne-Morgan advised that Iceland now needs to take its time before signing up another celebrity endorsement. ‘The spotlight is on them and they have to get any other celebrity association spot on. But they can definitely turn it around. They need to release a campaign to remind people what Iceland stands for.'
Hall added: 'The difficulty for Iceland is Kerry delivered for them in terms of sales and they will need to find a replacement. I would suggest they go for someone like Ulrika Jonsson, who is a busy mum, with a job and children to balance.'