The real estate developer Finstar, which offered the grand prize to the winning couple ofDouble occupancy Martiniquehas in turn disassociated itself from Noovo’s flagship show.
Updated yesterday at 6:54 p.m.
This is the 10e sponsor to withdraw from the adventure OD following the scandal which prompted the production to exclude three candidates who are accused of having committed acts of intimidation against some of their competitors.
The Terrebonne-based company said in an Instagram post that it cultivates “excellence and happiness in [ses] daily actions both in [ses] projects than in [ses] business relationships with [ses] partners”, adding that she condemned “all forms of intimidation whatever”.
The Finstar Group thus imitates Shop Santé, Oraki, Polysleep, Twenty Compass, That’so, Nail Création, Lambert, Couche-Tard and Guru, which have in turn announced that they are dissociating themselves fromDouble occupancy Martinique.
The response from Internet users was not long in coming, fans ofDouble occupation implying in the comments under the original post that the company had gone too far and was thus unfairly penalizing competitors who are still in the running. The Finstar Group offered the winning couple a three-bedroom condo in Sainte-Agathe-des-Monts. When asked to comment on the situation, company spokesperson Nicolas Cloutier wrote to us that Finstar understood “that this decision to withdraw [sa] participation in the final prize impacts all participants, even those who have not acted badly”. “That said, he added, we believe that the responsibility of securing a prize for the winners is not ours. […] We make it a point of honor not to accept the behaviors recently observed by certain candidates and the production team ofDouble occupation, which explains our position. »
The impact of #metoo
According to Luis Areas, vice-president of channel strategy and partner of the Cartier communication agency, if the management of the Finstar Group expressly mentioned production in its message, “it is because it has surely been made aware of poor administration of the business, or at least a management that does not live up to its values”.
Since the #metoo movement, we systematically include withdrawal clauses in contracts, which intervene when extraordinary circumstances arise, gestures or actions that go against the values of an advertiser.
Luis Areas, from the communication agency Cartier
“What is difficult, however, is determining when this may apply, because there are often hundreds of thousands of dollars invested. There are obviously discussions between the parties to determine whether or not to apply the clause. If so, the broadcaster or station owner will step in to compensate the sponsor in some way. The latter can also decide to simply leave if he does not want to be identified directly or indirectly with the event. »
Les Productions J, which produces Double occupancy Martiniquesaid in an email to The Press that the winners of the reality show would nevertheless receive “a condo prize as well as all other promised prizes”. However, it is impossible to know who will take over from Groupe Finstar, as all agreements between Productions J and their sponsors are confidential.