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Spokesperson fiasco #6: Kirstie Alley and Jenny Craig

Posted Jul 21st 2008 7:00AM by Bruce Watson
Filed under: Marketing and advertising

This post is part of a series on celebrity spokespeople who ended up doing serious harm to the brands they were hired to promote, or vice versa. See how we rank the 20 top spokesperson fiascos.

Okay, to begin with, I should be completely honest: I'm a definite Kirstie Alley fan. I've watched her since the beginning, since she walked into Shelly Long's shoes on Cheers and took the show to a whole other level. I watched as she began to mature gracefully in Summer School and the Look Who's Talking movies, and even stayed with Veronica's Closet for way longer than I should have. Over the years, I watched her bloom, blossom, expand her horizons, umm...

Okay, yes, I also watched her gain a lot of weight. Somewhere between the overripe evil of Gladys Leeman in Drop Dead Gorgeous and the impressive avoirdupois of Fat Actress, Kirstie Alley definitely put on some serious pounds. When they started shooting her in low light with dark clothes, I had my suspicions; when Fat Actress debuted, there was no longer any doubt.

Still, I was rooting for Kirstie, and I was happy when she got a gig working for Jenny Craig (a division of Nestle, VTX:NESN). While I'm not sure that weight loss is for everyone, I have no doubt that, for Kirstie Alley, it meant the difference between being gainfully employed and using her royalties from syndicated TV shows to buy herself an island and a bunch of muumuus. I hoped that the marriage between Kirstie and Jennie would thrive and be, if not fruitful, at least healthy.

For a while, it was a happy arrangement. Kirstie lost 75 pounds, had a highly-choreographed appearance on Oprah wearing a bikini-esque article of clothing, and generally basked in her apparent comeback.

Then the hammer fell, as Jenny Craig decided to let her go. Given her still-voluptuous dimensions during the Oprah show, some sources, including the National Enquirer, assumed that she had been fired for gaining weight. Jenny Craig spokesman Scott Parker was vague about the reasons for her departure, but was quick to note that Kirstie was still using the company's maintenance program.

Another possible reason for Alley's dismissal might have been her association with the Church of Scientology, which has its own detoxification and weight-loss plan. However, regardless of whether Alley left because she was gaining weight or because L. Ron Hubbard told her the secret to slimming down, she was still out the door.

Her replacement? Plus-size diva and former Pizza Hut pitchwoman Queen Latifah, who has pledged to lose 5-10% of her body weight. As long as she stays away from the Scientologists and the stuffed crusts, this should be a match made in heaven!

Read the entire series

Tags: Jenny craig, JennyCraig, nesn, nestle, spokesperson fiascos, SpokespersonFiascos

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