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Celebs reeling as Priceline culls 'golden goose' brand deals that made millions for the likes of Olivia Rogers and Chrissie Swan: Insiders reveal who's in, who's out and the REAL reason they were dropped
In the world of celebrity brand deals, a Priceline ambassadorship was long considered the gold standard. But industry insiders tell us those halcyon days are over.
One part of the rebrand was a 'new visual identity', spearheaded by design agency Houston Group, which saw the logo modernised into a heart and cross while also maintaining long-established elements of the old brand, namely the colour pink. We are told the pharmacy business has undergone a complete change of strategy under new owners Wesfarmers, which bought Priceline from its old parent company Australian Pharmaceutical Industries (API) in March 2022. One component of that strategy is discontinuing the ambassador program, which for years had seen the likes of Swan, Rogers and Hennessy splashed across Priceline stores while promoting the brand's products across social media followings.
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