WSJ: Does the Pope Wear Prada?

[question everything]

The Wall Street Journal

April 25, 2006

Does the Pope Wear Prada?

Marketers Pray for Day Pontiff Is Seen Using Their Brand; Even Better Than a Movie Star
By STACY MEICHTRY
April 25, 2006; Page B1

Pope Benedict XVI is appealing to a new group of admirers: marketers seeking not blessings but pontifical product placements. Since his election last year, the pope has been spotted wearing Serengeti-branded sunglasses and brown walking shoes donated by Geox. He owns a specially engraved white Apple iPod, and he recently stirred much publicity with a pair of stylish red loafers that may or may not be from Prada.

The raft of designer labels floating around the new pontiff is one of the odder consequences of last year's long-awaited papal transition. For the marketing world, the change at the helm of the Holy See is presenting an unprecedented opportunity, but also an ethical dilemma over how far to exploit religion for hyping a product.

(snip)

Benedict XVI is striking a snazzier profile, presenting international brands with a welcome change of pace. Being associated with the pope is worth at least 100 times more than an A-list celebrity because the pontiff has a more devoted following, says John Allert, chief executive of the British unit of Interbrand, a global branding consultancy that is part of the Omnicom Group Inc.

But unlike movie stars, who can command huge sums for product endorsements, or the queen of England, who discreetly allows companies to mention royal patronage, the pope, as the moral and spiritual leader of more than one billion Catholics, endorses holiness and chastity but not products. That means companies have to hope the pontiff uses a product they have donated to him and then tastefully note the event, or delicately capitalize on a photograph showing the 79-year-old theologian using or wearing a particular brand. Astute marketers say the key words are "tastefully" and "delicately." Pursuing pope-and-product juxtaposition poses risks. Brands have to be careful not to appear opportunistic or they could risk a backlash with the pope's followers. "The question of endorsing products, especially from a figure such as the pope, raises an enormous number of questions in terms of the ethics of each company," says Ben Cronin, general manager and research director of S.Comm, an international advertising-research firm.


(snip)
URL for this article:
http://online.wsj.com/article/SB114591920439834611.html (subscription)

[MadHound]

1. Didn't Christ have something to say about merchants in the temple?

Oh yeah, that's right, he didn't say anything at all, just kicked ass and took names.

I think this pope would be wise in not walking down this commercial path. Besides, it isn't like he needs the money.

[hlthe2b]

2. A return to Jesuit philosophy would do Catholocism a lot of good...

And, yes, I know the Vatican is going after the Jesuits....Not good "role-models" for a Prada-loving Pope...:mad:

[RedG1]

3. Well, you need good sensible shoes if

you're going to stand around all day while people bend down and kiss your blingbling.

[Richard Steele]

4. So, how's that whole "vow of poverty" thing working out, Karl?

Did Jesus tip you off to the spiritual benefits
of silk sheets and jewel-encrusted walking sticks?

Did Jesus have shoes that cost more
than 1/3rd of God's children earn in a year?

I could go on, but what would be the point?

[question everything]

5. If you are ever in Rome and choose to visit the Vatican

including St. Peter Basilica, the Sistine Chapel and the Vatican museum, among other things, you will see that "poverty" is the last on the possessions of the Catholic Church. And, to be fair, it did not start with this Pope.

I visited these places many years ago as a young girl and even then could not help thinking of the million of starving, sick people in developing countries, and the riches that were in the Vatican.