Brad Pitt cleared after child abuse investigation

Nine companies cashing in on Brangelina split

27 September

T'was ever thus: one person's tragedy is another's opportunity.

Last week it was revealed that Hollywood's power couple Angelina Jolie and Brad Pitt, together known affectionately as "Brangelina", are to divorce.

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It may be a low point in their lives, but it is being seen as a marketing opportunity for companies around the world.

Here are nine companies seeking to take advantage.

1. Norwegian Airlines

Norway's flagship carrier garnered lots of mostly positive publicity for a tongue-in-cheek ad campaign it launched on Friday, four days after news of the split broke.

"Brad is single," announces one advert, while another reads: "Actor. LA. Newly single. Seeks likeminded partner with GSOH". They go on to point out a one-way ticket to Los Angeles with Norwegian Airlines costs £169 (or €203), says the Daily Telegraph.

2. Ikea

This one was obvious, given Ikea's generally light-hearted approach to marketing.

Its arm in Singapore carried an advert showing a two-seater modular sofa positioned back-to-back, under the slogan: "Breakups happen". It went on to say the "personalised seating solution" is "perfect for any celebrity relationship", says The Independent.

3. Viasat

Staying with Scandinavia, a satellite television network went with a harsher tone when it capitalised on the Brangelina news to advertise the couple's 2005 film, Mr and Mrs Smith, to its streaming customers.

Viasat's home screen displayed an image of the film and a quote from its female protagonist: "Happy endings are stories that haven't finished yet."

4. Stan

Another streaming television network, this time Australian Netflix competitor Stan, also followed the news by highlighting the Brangelina back-catalogue to viewers.

It introduced a "Brad vs Angelina" section to its platform, "letting teary-eyed fans re-live the glory days of the celebrity power couple [in] timeless classics such as Ocean’s Eleven and Killing Them Softly", says Smart Company.

5. Boost Juice

Fellow Aussie Boost Juice enjoyed tremendous success in its home market with a social media campaign offering people with a particular first name a free drink on certain days.

News of the Brangelina split was followed by the company announcing the names Brad and Angelina were being added for one day only. It was hugely popular, garnering 2,700 Facebook likes and 200 shares.

6. Capi

Rival Australian drinks company Capi Sparkling Water came at the story from a different angle, referencing Pitt's first wife, Jennifer Anniston, and her "assumed glee" at the news.

In an Instagram post for its "Sparklelife" campaign, Capi published a simple message that read: "Jen got her sparkle back."

7. New York & Company

Clothing brand New York & Company sought to use interest at the split to encourage email subscribers to open its latest newsletter, which was promoting a 70 per cent off autumn sale.

The email was titled: "Bye Bye Brangelina" and the message below said: "Hello 70% off" - although business website SmartCompany says: "Given the circumstances, 50 per cent off might have been more appropriate."

8. Madame Tussaud's

OK, so it wasn't really a marketing campaign, but Madame Tussaud's London announcing it had separated its waxworks of the couple did have the effect, surely deliberate, of propelling it into the headlines.

Twilight star Robert Pattinson's model was placed between the pair – although there is "no news… on whether [he] is happy to act as mediator", says SmartCompany.

9. People magazine

The US tabloids were massively caught off-guard by the timing of the split, which came after they'd gone to press, says the Washington Post. But big celebrity news like this is, in every other respect, manna from heaven for these publications.

People magazine looked to get the jump on all its rivals - and get a big circulation boost - by "crashing" to get two issues out in the same week, with Brangelina splashed on its front page for the second mag.

"Our audience is deeply connected to the couple," a rep said about the rush for the second issue. "Every scenario of their life together is fascinating."

Marion Cotillard breaks silence over Brad and Angelina rumours

22 September

Marion Cotillard has been forced to deny rumours that she played a part in Angelina Jolie and Brad Pitt's divorce.

The French actor, who stars in the upcoming Second World War film Allied with Pitt, posted a statement on Instagram saying she had no part in Jolie's decision to file for divorce, reports EOnline.

"This is going to be my first and only reaction to the whirlwind news that broke 24 hours ago and that I was swept up into. I am not used to commenting on things like this nor taking them seriously but as this situation is spiralling and affecting people I love, I have to speak up," she wrote.

"Firstly, many years ago, I met the man of my life, father of our son and of the baby we are expecting. He is my love, my best friend, the only one that I need. Secondly to those who have indicated that I am devastated, I am very well thank you.

"This crafted conversation isn't distressing. And to all the media and the haters who are quick to pass judgment, I sincerely wish you a swift recovery. Finally, I do very much wish that Angelina and Brad, both whom I deeply respect, will find peace in this very tumultuous moment. With all my love Marion."

The Daily Mirror claims Jolie split from Pitt after an unknown "incident" said to have happened a week ago.

The Tomb Raider star has asked for physical custody of their six children, Maddox, Pax, Zahara, Shiloh and twins Knox and Vivienne, but wants a judge to give Pitt visitation rights, adds the paper.

Best Twitter reactions to Brangelina breakup

21 September

Angelina Jolie and Brad Pitt are to divorce after two years of marriage and almost 12 years as a couple, citing irreconcilable differences, it was announced yesterday.

As all gossip fans know, "Brangelina" began in a storm of controversy in 2005, when Pitt divorced Jennifer Aniston after falling for Jolie on the set of the film Mr and Mrs Smith.

The Hollywood power couple's split appears to be generating as many headlines as their early relationship once did and has set tongues wagging across social media.

For the Aniston aficionados, yesterday's announcement was the ultimate vindication:

But not everyone was feeling smug over the news.

The pro-Angelina camp found one very high-profile member in singer Adele, who said she was "shocked" over the break-up. She dedicated her New York concert last night to Brangelina.

It wasn't all about #TeamAniston or #TeamJolie, however. In true Twitter fashion, a very left-field rumour emerged as to who was responsible for the parting – none other than former foreign secretary William Hague.

It's not (quite) as crazy as it sounds – the politician has worked with Jolie on several humanitarian projects over the past few years.

However, 55-year-old Hague has been happily married to his wife, Ffion, since 1997.