This is the best marketing idea ever. Give the Lohan’s free stuff and when they go overboard (as they clearly do), stop giving them free stuff. Then after the always sage Dina Lohan calls 911 to get what she is entitled to, issue a press release explaining it.
Yes, we hadn’t heard of Carvel’s or cared before, now they’re our favorite brand:
ATLANTA, GA (June 17, 2010) – As part of Carvel’s 75th Anniversary celebration last year, we issued 75 Black Cards to celebrities. These cards were issued in the celebrity’s name and require the card holder to be present at the time of use. Many celebrities have enjoyed their cards at our Carvel Ice Cream shoppes and have shared their excitement with being included in the celebration.
Unfortunately, the Lohan family has been abusing the card. While the card was issued in Lindsay and Ali’s names only, their extended family has repeatedly used the card without either present. At first, we graciously honored their requests while explaining that the Black Card was not a carte blanche for unlimited Carvel Ice Cream for the extended Lohan family and friends. After more than six months of numerous and large orders for ice cream, we finally had to cut off the card and take it back.
Dina Lohan reacted badly and called the police to have her card returned. The police responded and did return the card to Dina with instructions not to use it again.
This is an unfortunate situation where certain people feel entitled to use a celebrityâ€™s name for their own purposes. We regret that the Lohan family is upset and hope this matter is put behind us quickly.
-Ashley Swann, Carvel Public Relations Manager