Pinoy celebrities who lost endorsement deals

How controversies cost these celebrities big money in brand endorsementsMaris Racal, Albie Casiño, and Manny Pacquiao are just some of our local celebrities who have lost endorsement deals because of their involvement in controversies.Because of their popularity, celebrities are often tapped as endorsers or brand ambassadors.

This is a highly lucrative endeavor, often allowing them to earn more than their showbiz earnings—usually from acting in films, starring TV shows, or taking on hosting or guest appearances.

Sometimes, their fees can even be so much more than all their showbiz talent fees combined.

However rewarding, being a brand ambassador also comes with tremendous responsibilities.

Failing to meet these obligations can result in terminated deals and, depending on the severity of the breach, legal repercussions based on the contract terms agreed upon by both parties.

This approach makes perfect sense, as companies take a risk when partnering with celebrities who are expected to positively represent the brand, influence consumer behavior, and drive profits.

Any negative publicity generated by an endorser can reflect badly on the brand, potentially damaging public perception and negatively impacting revenues as well.

Maris Racal was recently dropped by beauty brand Dazzle Me following the revelation of her romance with screen partner Anthony Jennings

In an effort to manage the situation, the singer-actress clarified that she was unaware Anthony was still in a relationship when they began dating.

Dazzle Me, which introduced Maris as its celebrity endorser in September, explained that it is taking a “different direction” and remains committed to “staying true to the principles that guide our brand.”

What made the Maris-Dazzle Me situation stand out was how it unfolded—through an official statement on social media that quickly gained traction and was picked up by various media outlets.

In the Philippines, companies typically end partnerships with endorsers quietly, severing ties without public announcements.

However, with social media now serving as a powerful and accessible platform for public communication, these types of announcements may become increasingly common, who knows?

Truth be told: It’s common for celebrities to lose endorsements, either due to major controversies or because contracts aren’t renewed as companies shift direction and feel another celebrity aligns better with their vision.

However, a celebrity’s influence on consumers inevitably fades with diminishing fame and age, prompting brands to seek partnerships with younger, more popular personalities.

Fans often notice when their favorite celebrity is absent from a brand campaign or promotional materials, sparking speculation about the reason.

Before they know it, a new endorser is introduced, replacing their idol.

Or rumors would circulate about a celebrity losing brand deals, though no official confirmation would be available to substantiate the claims.

For example, rumors circulated that Alex Gonzaga lost endorsement deals following the cake-smearing incident involving a waiter at her birthday celebration.

Then there was Daniel Padilla, whose controversial and highly publicized split from long-time girlfriend and love-team partner Kathryn Bernardo reportedly cost him multiple brand deals, as allegations of cheating circulated.

Meanwhile, here are some Filipino celebrities who have been known to lose endorsement deals at various points in their careers.

PINOY CELEBRITIES WHO LOST ENDORSEMENT DEALS

Dolphy

In 1989, the Comedy King was embroiled in controversy after becoming romantically involved with singer Zsa Zsa Padilla, who was 36 years his junior.

Their relationship quickly became national news, as both were publicly known to be in committed relationships.

Zsa Zsa remained legally married to dentist Modesto Tatlonghari, while Dolphy had been in a relationship with actress Alma Moreno since 1981.

Dolphy was also forced to sell some of his properties to support their life together overseas.

“When Zsa Zsa and I got together, our lives were turned upside down. I lost my show and was dropped from commercials. At that time, we seriously considered living in the States. We even bought a house there,” Dolphy recalled in his 2008 biography, Dolphy: Hindi Ko Ito Narating Mag-isa.

The issue eventually simmered down.

Dolphy and Zsa Zsa returned to the Philippines to resume their careers in show business.

They remained together until the former’s death on July 10, 2012, at the age of 83.

The pair never had the chance to tie the knot even when Zsa Zsa’s marriage was annulled in 2011.

Although marriage was always part of their plan, unforeseen circumstances, plus Dolphy’s health issues, ultimately led the couple to abandon the idea entirely.

“Actually kami, hindi na namin inasahan iyan tutal ganun na rin naman ang pagsasama namin, e, na parang higit pa sa ikinasal, e.

“So, hindi ko na [iniisip]. Kung matuloy, matuloy. Kung hindi, e, di hindi kasi kami gano’n na rin naman ang attitude namin, e,” said Dolphy in an interview.

Reflecting on their life together, Zsa Zsa poignantly remarked: “Of course, out of the 23 years, there were years that were not so good or had problems.

“The years really have gone by so fast. Parang you just wish you could have had more time, but I think we really spent it well.”

Katrina Halili

In 2009, former StarStruck finalist Katrina Halili was on the rise as one of GMA-7’s promising young talents.

She was seen in marquee projects including Darna and Majika, both top-billed by the network’s then-prized star Angel Locsin.

Photo/s: @katrina_halili on Instagram

Katrina also secured significant television roles, including the Philippine remake of Marimar, which starred the charming yet then-untested Marian Rivera; Magdusa Ka, her first lead role; and the fantasy series Gagambino, led by Dennis Trillo.

Interestingly, Katrina’s aura of a sultry and attractive vixen made her the perfect fit for the bida-kontrabida archetype, allowing her to stand out among the emerging young stars who mostly leaned toward the typical sweet and demure image.

Proof of this was Katrina being named FHM Philippines‘ “Sexiest Woman” for two consecutive years (2006 and 2007), making her the first local celebrity to achieve this honor—a feat later duplicated by Marian Rivera in 2013 and 2014.

However, Katrina’s surging career hit a roadblock in May 2009 when intimate videos of her and aesthetic doctor Hayden Kho Jr. were leaked online, sparking a controversy that shocked the nation.

At the time, Hayden was publicly known as the boyfriend of celebrity cosmetic surgeon Vicki Belo, rendering the affair both illicit and scandalous in the eyes of the public.

Typical of controversies in the Philippines, the scandal even reached the Senate when Katrina sought the assistance of Senator Ramon “Bong” Revilla Jr. to file charges against Hayden for recording and allegedly spreading the private videos.

A curious nation stay tuned as a senate hearing unfolded.

One particularly memorable moment occurred even before the proceedings officially began when Abner Afuang, a former mayor of Pagsanjan, Laguna, and an ex-Manila police officer, doused Hayden with water from a glass.

The controversy took a heavy toll on Katrina’s showbiz career, causing projects and endorsements to slip away.

In an interview with PEP in June 2009, Katrina lamented: “Wala na ngang pumapasok na trabaho ngayon, mula nang magsimula ito. Ang daming nag-cancel. Yung isa, para sa isang cellphone network provider, hindi na kami ulit tinawagan…”

Among the endorsements Katrina presumably lost was a partnership with Belo Medical Group, the renowned aesthetic clinic owned by Hayden’s girlfriend, Vicki Belo, who had first launched Katrina as an image model in 2007.

JOHN LLOYD CRUZ

With a string of box-office hits to his credit, including One More Chance, You Changed My Life, It Takes a Man and a Woman, and A Second Chance, John Lloyd Cruz has firmly established himself as one of the most bankable stars of his generation.

Read: Here are John Lloyd Cruz’s 10 highest-grossing movies in the box office

At the height of his matinee idol years, John Lloyd stood out by defying the conventional physical traits of local showbiz heartthrobs.

He was undeniably good-looking, but not the stereotypical mestizo with a chiseled jawline or a sculpted physique with defined abs.

Yet, these same traits made him all the more relatable and appealing to the masses.

And, oh, he could act—and the impressive box-office success of his films was proof of his ability to draw audiences to the cinemas.

Given all this, it was only natural for brands to gravitate toward John Lloyd, leveraging his charisma and mass appeal to boost their sales.

Somewhere along the way, however, John Lloyd seemed to grow weary of the celebrity bubble, feeling weighed down by the relentless demands of public and industry expectations.

His budding romance with Ellen Adarna—speculated to have begun in early 2017—seemed to embolden John Lloyd, whose carefree spirit inspired him to shed his celebrity persona and worry less about meeting public expectations

Viral videos from the rumored couple’s getaway in Bantayan Island, Santa Fe, Cebu, captured public attention, with some viewers commenting on John Lloyd’s “weird” behavior—hiding under a kitchen stove, flashing a dirty finger, playing with a kitchen knife and uttering the words, “This is paradise” — all caught on camera.

Johnny Manahan, then chairman emeritus of Star Magic, the talent-management arm of ABS-CBN, downplayed John Lloyd’s actions seen in the videos.

The network executive argued that John Lloyd was “letting off some steam” and enjoying much-deserved time off from work.

ABS-CBN subsequently released a statement on October 6, 2017, saying that John Lloyd is taking an indefinite leave from showbiz to attend to personal matters.

In May 2018, an article published by Philstar.com claimed that John Lloyd lost endorsement deals.

Some companies allegedly decided not to renew his contract following the actor’s shift away from his wholesome image.

According to an unnamed “showbiz insider” mentioned in the article, “Because of what happened to John Lloyd, companies seeking endorsers have become stricter in their criteria.”

The insider added, “Not only must an actor’s image be ‘wholesome’ to ensure it truly aligns with that standard, but contracts for endorsers are now said to include ‘pages’ of a ‘morality clause.'”

While John Lloyd maintained a low profile after announcing his break from the industry, he did not completely retreat from the public eye.

In the second quarter of 2019, he was introduced as the new endorser for the kebab snack brand, Turks.

When asked why they chose John Lloyd—who sported a rugged appearance promoting the brand—to represent the company, Turks president Gem L. Zenarosa explained, “He is an excellent actor, but also a brilliant artist who thinks outside the box. He knows how to reinvent himself.'”

ALBIE CASIÑO

It is arguably one of local showbiz’s biggest what-ifs.

In 2011, young actor Albie Casiño was poised to break out among the new batch of matinee idols under the watch of ABS-CBN.

Management was angling to push a love team featuring Albie and promising young actress Kathryn Bernardo following the success of their pairing in the 2010 remake of the classic soap opera Mara Clara.

Photo/s: Viva Artists Agency

Unfortunately, all those plans came to a halt when news broke in 2011 that another Kapamilya young star, Andi Eigenmann, was pregnant, with Albie Casiño supposedly being the father.

In Philippine showbiz, especially for young stars marketed as part of a love team, few controversies are more damaging than an unplanned pregnancy—whether it’s becoming pregnant or being implicated as the father.

From a business perspective, it becomes challenging for management to market a talent who carries personal baggage as significant as having a child at a young age.

A key part of the appeal for young stars lies in the illusion they create for fans—that they are single, or if in a relationship, romantically tied only to their love-team partner.

This carefully crafted image is vital to keeping their supporters engaged and invested.

The controversy inevitably shifted Albie’s and the public’s attention away from his promising career to the unfolding drama of his personal life as a presumed dad-to-be.

A paternity test divulged in 2016 — five years after the issue hogged showbiz headlines—would show that Jake Ejercito, and not Albie, is the biological father of Andi’s daughter.

By this time, Albie’s once-promising career had already faded into memory.

He watched from the sidelines as Kathryn’s love team with Daniel Padilla soared on TV and in movies, with both stars securing endorsements individually and as a pair at every opportunity.

Albie revisited the career-changing issue he found himself in in an interview with CinemasNews in 2021.

“I understand na part na siya ng ‘story’ ko. It’s a very big part of my story,” said Albie.

“So it’s inevitable that I’ll be asked about it, but I just hope that people understand. Would you be happy about that if someone did that to you?”

Albie went on bitterly, “Let’s take away all of the bashing, all of the defaming my name in public, even my family’s name.

“They even went up to my mom all the while knowing I wasn’t the dad. And then let’s take that out of consideration.

“How about the fact that I lost millions of pesos worth of projects and endorsements from that? And it wasn’t just a hundred thousand, bro. It’s a million pesos worth of, I guess, ‘damages’ ’cause that’s literally money that they took out of my bank account.

He added, “That’s money that could have changed my family’s life. Money that could have changed my life, right? So how can I be okay with them? Why would I be okay with them?”

MANNY PACQUIAO

Few boxers in the history of the sport were as sensational as Manny Pacquiao at the peak of his prime.

Standing just 5’5″, the General Santos native commands a larger-than-life presence inside the ring, displaying a rare blend of lightning-fast footwork and devastating punching power that propelled him to clinch world titles in an unprecedented eight weight classes.

He is a boxing great and fully deserving of his place in the pantheon of legendary fighters, both past and present.

Photo/s: Manny Pacquiao (Instagram)

Outside the ring, however, Manny’s opinions sometimes lack the precision and finesse that define his moves and punches in the squared circle.

Manny’s penchant for voicing his opinions rooted in his religious beliefs came at a steep cost, as sportswear giant Nike dropped him twice in response to his controversial statements on same-sex relationships.

The first one happened in 2012 after Nike opted not to renew the boxer’s endorsement deal after an article containing an interview for the Examiner came out.

The article included a citation from the Book of Leviticus in the Old Testament, controversially interpreted as “calling for the deaths of homosexuals.”

The reference was made by the article’s writer, Granville Ampong.

But as news outlets began picking up the story and circulating its details, many attributed the statement to Manny himself, leading to significant backlash from the LGBTQ sector.

However, Manny did state in the interview that he believes marriage should be reserved for couples of the opposite sex.

The controversy even got Manny barred from the shopping center The Grove in Los Angeles, California, where he was supposed to appear for an interview for a TV show.

A statement from The Grove said that Manny was “not welcome” and “will not be interviewed here now or in the future.”

At the time, international press reported that, in addition to Nike, Manny lost several other endorsement deals due to the controversy.

Compounding this was the perception that his star power in the ring was fading, following two consecutive defeats: a split-decision loss to Timothy Bradley Jr. and a brutal knockout by Juan Manuel Márquez, who floored the Filipino icon with a vicious right hand.

But Manny’s career was far from finished as he came back with three consecutive wins—including a rematch against Timothy Bradley Jr.—leading to a highly anticipated match against undefeated American boxer Floyd Mayweather Jr. in 2015.

A year before the Mayweather fight was announced, Nike renewed its partnership with Manny and was later looking to capitalize on his upcoming bout with Floyd.

Unfortunately, Manny, who later claimed he fought with a shoulder injury, lost the match and failed to boost his merchandise sales.

However, it wasn’t his defeat at the hands of Floyd that triggered Nike to again abandon its partnership with the champion boxer turned politician.

In February 2016, Manny raised eyebrows at home and overseas after he remarked during a political campaign that same-sex relationships were “worse than animals.”

Manny would issue a public apology following the fallout with a video posted on social media on February 16.

“I’m sorry for hurting people by comparing homosexuals to animals. Please forgive me for those I’ve hurt,” said Manny, his arms crossed and wearing his merchandise shirt from Nike.

“I still stand on my belief that I’m against same sex marriage because of what the Bible says, but I’m not condemning LGBT.”

 

The next day, February 17, Nike issued a statement announcing the end of its collaboration with the boxing legend.

“We find Manny Pacquiao’s comments abhorrent,” the sportswear brand strongly remarked.

“Nike strongly opposes discrimination of any kind and has a long history of supporting and standing up for the rights of the LGBT community. We no longer have a relationship with Manny Pacquiao.”

STELLA SALLE

There’s no doubt that social media has transformed the mass media landscape, with traditional outlets like television, radio, and print increasingly overshadowed by digital platforms.

In hindsight, social media has leveled the playing field, allowing people from all walks of life to achieve celebrity status—whether they deserve it or not.

Brands have taken notice, leading to the rise of social media personalities, popularly known as “influencers,” who are frequently tapped as endorsers because of their extensive audience reach measured by views, likes, and subscriber counts.

Their path to stardom may be unconventional, but the rules set by companies for brand ambassadors remain the same for both social media influencers and traditional showbiz stars: cause enough controversy to offend the public, and you can kiss your endorsement deal goodbye.

Take the case of TikTok star Stella Salle, who, in May 2024, was dropped by the make-up brand Colourette Cosmetics after making a derogatory remark about Stell, a member of the pop group SB19.

Photo/s: @_stelladagreat on Instagram

It all began when Stella reposted photos of Stell with the caption “panget,” sparking widespread backlash.

Stella doubled down on her tactless remarks, dismissing offended SB19 fans by saying, “Oa… totoo naman sinasabi ko” and “Pero totoo naman talaga, diba? Panget siya, natatakot lang kayo magsalita”

Netizens accused Stella—known for her content impersonating the way drunk people speak—of “face-shaming” and demanded that she apologize to the P-pop singer and his fans.

On May 25, 2024, Colourette’s founder, Nina Ellaine, posted a statement on X (formerly Twitter) announcing the end of the brand’s partnership with Stella.

“Having faced public scrutiny for my appearance, I have always championed self-love and empowerment,” wrote Nina.

“Due to recent events with one of our ambassadors, Colourette takes a firm stand against bullying and shaming, and we are disengaging from Stella.”

Stella, meanwhile, issued an apology on TikTok directed towards Stell, the public, and the brands she was associated with.

“Nangangako po akong hindi na ito mauulit at gagamit ko po ito bilang leksyon upang mas ayusin pa ang mga content na making pinopost,” Stella wrote.

“Bigyan nyo po sana ako ng pangalawang pagkakataon para po ma-improve ko po ang sarili ko.”