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| 'Brad is single. Get flights to LA': Businesses capitalise on Angelina and Brad Pitt divorce | 'Brad is single. Get flights to LA': Businesses capitalise on Angelina and Brad Pitt divorce |
| (35 minutes later) | |
| The news of Angelina Jolie and Brad Pitt's divorce has taken the world by storm hitting the front pages of most national publications and setting social media alight. | The news of Angelina Jolie and Brad Pitt's divorce has taken the world by storm hitting the front pages of most national publications and setting social media alight. |
| While heartbroken fans of the Hollywood couple are still digesting the news, it has not taken long for marketing masterminds to turn the latest celebrity breakup into a business opportunity. | While heartbroken fans of the Hollywood couple are still digesting the news, it has not taken long for marketing masterminds to turn the latest celebrity breakup into a business opportunity. |
| Brands that are “brave enough” to embrace real time news and trends into their marketing strategy can reap big rewards, according to Maria Vardy, managing director at marketing agency Jaywing. | |
| However, she warned that businesses should be careful when it comes to delicate situations such as divorces, especially when children are involved. | However, she warned that businesses should be careful when it comes to delicate situations such as divorces, especially when children are involved. |
| “There’s a fine line in getting the approach and sentiment right, especially in the case of brand Brangelina. The end of their relationship is also the end of a lot of the emotional development associated with them as a couple and as a family,” Vardy said. | |
| Norwegian Airlines were very quick to react to the news with a tongue-in-cheek advertising campaign inviting travellers to choose their flights to LA with the line “Brad is single”. | Norwegian Airlines were very quick to react to the news with a tongue-in-cheek advertising campaign inviting travellers to choose their flights to LA with the line “Brad is single”. |
| The adverts surfaced on Friday, just two days after Angelina Jolie announced she filed for divorce from Brad Pitt. | The adverts surfaced on Friday, just two days after Angelina Jolie announced she filed for divorce from Brad Pitt. |
| The company released the ad for discounted flights from Oslo-Norway to Los Angeles, where Pitt is based. | The company released the ad for discounted flights from Oslo-Norway to Los Angeles, where Pitt is based. |
| The Singapore arm of Swedish furniture giant Ikea published an ad captioned “Breakups happen” alongside a two-seater modular sofa positioned back to back. | The Singapore arm of Swedish furniture giant Ikea published an ad captioned “Breakups happen” alongside a two-seater modular sofa positioned back to back. |
| The sofa offers “a personalised seating solution”, Ikea wrote, “perfect for any celebrity relationship”. | The sofa offers “a personalised seating solution”, Ikea wrote, “perfect for any celebrity relationship”. |
| “Crucially, this example is aligned with Ikea’s personality, and the brand’s reaction fits its witty tone of voice and the reality of everyday life,” Vary commented. | “Crucially, this example is aligned with Ikea’s personality, and the brand’s reaction fits its witty tone of voice and the reality of everyday life,” Vary commented. |
| Juice maker Boost Juice jumped on the opportunity to add two extra names to its long running “What’s your Name Game” campaign, where customers who share a specified name can get a free juice in store. | Juice maker Boost Juice jumped on the opportunity to add two extra names to its long running “What’s your Name Game” campaign, where customers who share a specified name can get a free juice in store. |
| Brad and Angelina were added at the last minute, the company announced on its Facebook page. | Brad and Angelina were added at the last minute, the company announced on its Facebook page. |
| The post received over 2,700 likes and 200 shares. | The post received over 2,700 likes and 200 shares. |
| Jennifer Aniston, has been trending on Twitter since the news of Brangelina’s demise, as many people seem to think she must have something to say on the matter. | Jennifer Aniston, has been trending on Twitter since the news of Brangelina’s demise, as many people seem to think she must have something to say on the matter. |
| Capitalising on the assuming glee of Pitt’s former wife, Capi, a sparkling water brand chose to feature her name in its “Sparklelife campaign”. | Capitalising on the assuming glee of Pitt’s former wife, Capi, a sparkling water brand chose to feature her name in its “Sparklelife campaign”. |
| Capi’s Instagram post read: “Jen got her sparkle back”. | Capi’s Instagram post read: “Jen got her sparkle back”. |
| Pitt and Jolie's relationship blossomed on screen as the celebrity couple met while filming Mr. and Mrs.Smith. | Pitt and Jolie's relationship blossomed on screen as the celebrity couple met while filming Mr. and Mrs.Smith. |
| Viasat, a Scandinavian television network, chose to comfort nostalgic fans eager to remember the early days of Brangelina. | Viasat, a Scandinavian television network, chose to comfort nostalgic fans eager to remember the early days of Brangelina. |
| Using its online streaming servic,e Viaplay, the network put the celebrity couple’s joint move front and centre on their homepage, including the caption: “Happy endings are stories that haven’t finished yet.” | Using its online streaming servic,e Viaplay, the network put the celebrity couple’s joint move front and centre on their homepage, including the caption: “Happy endings are stories that haven’t finished yet.” |