Want to keep lucrative endorsement deals? Don’t have conservative opinions

The most telling thing about this story is the reason the companies gave for hiring her in the first place.

“Brands choose someone like Sonia Kruger because she doesn’t really stand for anything. She’s quite harmless, she’s nice and she’s non-offensive. ”

“Her whole brand is the inoffensive nice girl and she’s managed to offend a whole lot of people this week. She’s gone off brand and that’s very damaging.”

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The way Sonia has been treated is appalling. All that is required is for the company to make it clear that none of the people promoting their products are spokespeople for the company and that their personal views are their own. It is the media who are baying for Sonia’s blood. It is the media who want to cost her lucrative contracts.

Target, who recently used Kruger in an extensive advertising campaign, also moved to distance itself from her polarising remarks.

“In response to the recent comments from Sonia Kruger, we would like to stipulate that these views are hers only and do not represent those of Target Australia,” a spokeswoman said.

The company wouldn’t be drawn on whether it would review its relationship with the presenter.

The real reason for the companies wavering is then revealed:

Public anger continues to grow over her “extreme” remarks on Monday, including a call for Muslims to be banned from entering Australia.

A tearful on-air clarification yesterday failed to smooth things over, with a petition calling for her to be sacked attracting 4,000 signatures in 48 hours.

Channel Nine remains silent on the issue and Kruger has gone to ground, refusing to talk to the press and staying away from her social media accounts.

As we have seen a number of times in New Zealand, social justice warriors have started a campaign to hurt someone, financially , with views they don’t agree with. Only 4000 people have signed the petition, which is an insignificant portion of the Australian population.

Sonia represents extremely expensive brands and I doubt that the signatures are from the actual customer base of the companies. The political views of very wealthy individuals are conservative, consistently. These companies will be very foolish to fire Sonia for expressing a conservative viewpoint. It is the media who have labelled it an extreme view, just as they have labelled Whaleoil as a far-right-wing site. Surveys completed by our readership have revealed that our readership base is made up of both libertarian and moderate conservatives, but the truth does not make a good news story.


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