A small Michigan microbrewery turned down a potentially huge endorsement deal with Nickelback in part because they hated the band.
Back in late 2009, Dark Horse received a call from a “Hollywood producer” who claimed that a rock band wanted to use their beer in a music video. Obviously, the band was Nickelback. Dark Horse considered the benefit of such an advertisement, because the video would no doubt get tons of airplay.
The spot would have involved a delivery truck pulling up to a frat party with crowd shots of kids holding the beers. Dark Horse ultimately declined, though, because they didn’t particularly like Nickelback or the frat parties depicted in the potential music video. If you had a burgeoning but small business, would you promote it with someone you dislike?
