She did not make an effort to hide the label (and why would she, since the bottle was recognisable anyway). Her image, nipping from the bottle was shown on the large screens and recorded. Later on she asked for somebody to ‘give me the Coke, err I mean, some of that unnamed beverage‘. Suddenly she was conscious that she gave the soft drink giant a huge free wrap. I am hoping she does not have a deal with Pepsi. Her circle of influence in Australia is big and the pulling power she possesses would certainly be of interest to any other brand.

Typically, ‘personalising the brand’ is described in Brand literature as ‘..powerful role models within an organisation, such as a media savvy CEO’s like Richard Branson or Anita Roddick‘. Aaker and Joachimsthaler (2002,79) talk about the concept of personalising as litmus test of organisations. Often, if a company does not have a role model, it makes one up that embodies the values and vision the organisation likes to stand for and asks the question: What would (our role model) do? Would he/she like it?

Pink, like so many artists has to be her own true north on this, as she embodies her own organisation and is her own CEO. Very rarely are brands so entwined with emotions than in the music and film industries. I wonder what litmus test Pink uses to determine her brand alliances?