Britney Spears: Pop Star, Prima Donna, Proof Mechanism…

Diet pills are something I prefer to stay as far away from as possible as a marketer. Not only are there intense regulations and oversight that varies drastically from state to state and country to country but at any moment, a law suit (or worse) can come crashing down on the promoter's head.

I may not have the risk tolerance for it but I know several successful pill marketers who take advantage of the built in back end aspect of this product.

Anyway, the two-page-spread to the left has been going strong in the women's magazines for the last two years.

I must say I've never seen anything like it.

The ad fronts a several year old British tabloid article with the headline, "Britney's diet pills." The photo shows her reaching for a fallen vial of pills…claimed to be that of the advertiser.

Certainly an unusual proof mechanism in a direct response ad — one worth millions to the diet pill producer.

Notice the yellow highlighted disclaimer. "The republication of this article is not intended to and does not constitute a commercial endorsement or approval of Zantrx-3 by Britney Spears."

Britney Spears Ad 01

Britney Spears Ad 02