From Halting Exposure to Reaffirming Values:
Inside a 72-Hour, All-Channel Response to an Ambassador Crisis

Executive Summary: After police confirmed allegations of personal misconduct involving its brand ambassador, Jingyao activated its brand crisis protocol. Within four hours, it completed a legal review and initiated contract termination; within 12 hours, it issued a statement; and within 48 hours, it removed all related promotional materials across online channels. By swiftly ending the association and reaffirming its values, the company contained the risk and protected its reputation.

01 / Context & Impact

Context: A Shock on the Eve of the 618 Shopping Festival

At the height of the presale period, a celebrity signed at considerable expense was officially cited for unlawful conduct. Closely associated with the flagship launch, the ambassador posed a risk of substantial refunds and lasting damage to the brand through association.

Core Challenges

Legal Complexity: The morality clause had to be invoked swiftly to terminate the contract unilaterally while avoiding liability for breach.

Asset Replacement at Scale: Primary images for 5,000+ online SKUs and campaign materials across 3,000+ stores had to be removed within 48 hours.

Decision Speed

From the First Reports to the Termination Decision

Asset Removal

98%

Online Asset Removal Rate Within 48 Hours

Brand Protection

Secured

Brand Equity Protected from Collateral Damage

02 / Response Timeline

T+4h Legal Assessment

Legal Action: Confirmed that the contract’s morality clause had been triggered and issued a notice of termination to the talent agency.
Internal Suspension: Paused all media placements while the e-commerce team prepared product-only images as replacements.

T+12h Public Statement

Published a statement on the brand’s official Weibo account:
1. Immediate Termination: Announced the termination of all collaboration.
2. Reaffirming Brand Values: Reaffirmed zero tolerance for unlawful conduct.

T+48h Asset Replacement

E-commerce (Tmall / JD.com / Douyin) — Replace Images 100%

Retail (Watsons / Supermarkets) — Remove Campaign Materials 95%

Social Media (Weibo / Xiaohongshu) — Remove Archived Content 100%

* Used AI-generated artwork to produce replacement posters and bridge the gap in stores.

T+72h Verification

Regional managers conducted spot checks at key stores. Distributors received a briefing outlining the next promotional phase, shifting to everyday consumer advocacy or IP collaborations to maintain channel confidence.

03 / Media & Public Response

AdQuan

“Jingyao Daily Chemicals’ termination statement was a textbook response: swift, firm and precise. It protected brand equity to the fullest extent possible.”

Consumer Comments

“The brand really got caught in the fallout, but it acted fast and stood by its values. That decisiveness has earned my support this 618.”

04 / Risk Prevention Framework

Talent Selection & Risk Management Framework

Upfront Due Diligence: Commission independent background checks and comprehensive risk assessments before signing talent.
Stronger Contracts: Strengthen morality clauses and introduce compensation provisions for individual reputational incidents.
Diversified Talent: Reduce reliance on a single megastar with a “1+N” ambassador portfolio.
Virtual Backup: Develop a proprietary brand character as an enduring, dependable fallback.