The history of the confrontation between the model and the corporation has more plot twists than in the “Power” or “Green Book”.Kellet Cuthbert Photo by AP
On January 7, the Golden Globes ceremony was held in Los Angeles, and the main star of the award was not numerous celebrities, but a promotional model. A girl in a bright blue dress with Fiji water on a tray appeared in almost all the photos from the red carpet. Sometimes she looked straight at the camera, sometimes she smiled.
The photo with the model, whose name is Kellet Kuthbert (Kelleth Cuthbert), eventually became a meme. However, the girl sued the company that made her famous, and Fiji responded with a counterclaim.
Fiji water girl claims to have been illegally used in advertising
At first, Fiji responded positively to the meme, which apparently advertised their product. Soon Cuthbert began giving interviews, got into the release of “A Very Late Show with James Corden” and was on national television. Her number of followers on Instagram has tripled.
Interview for channel KLTA 5
But then the relationship moved to the stage of litigation. January 31 Cuthbert filed a lawsuit against her employer. The girl said that Fiji, without her consent, used cardboard figures with her photo for an advertising campaign.
The girl also claims that she was forced to sign a “fake contract” to the camera, according to which she allegedly agreed to become a brand ambassador. According to her lawyers, the meme brought the company at least $ 12 million. Now Cuthbert wants to pay damages through the courts.
That was fast… pic.twitter.com/9YrK2uh7g8
— Nate Nickolai (@natenickolai) January 14, 2019
“It was fast …”
Fiji claims model breached contract
Representatives of Fiji Water called the claim “untenable.” “We have concluded with Miss Cuthbert generous contract, which she unceremoniously broke”, – reported in a statement to CBS.
On February 8, Fiji filed a counterclaim. According to representatives of the water manufacturer, the model allowed to use its images in advertising. “Cuthbert extorts nearly half a million dollars, because she is no longer satisfied with the 90 thousand dollars, to which she initially agreed.”
The company denies Cuthbert’s claim that she signed a fake contract. Fiji led the photo and video evidence, where the girl voluntarily signs an agreement with the brand. In addition, the water producer said that the girl laid out images with a cardboard version on the social network with the signature “Today met her twin.” In their opinion, this clearly hints that she initially approved the advertisement.
Representatives of the model called the actions of the water producer “an obvious PR move.” In the meantime, Fiji rolled out a marketing campaign and removed all cardboard copies of Cuthbert.
The Cut journalist suggested that the model decided to arrange a soap opera and sue the company a few tens of thousands of dollars more than it was due under the contract. Or Fiji tried to use Cuthbert’s “15 Minute Fame” to save money on an advertising campaign that caught the attention of social networks. Point in the history of the Supreme Court put California.